Brand Standards ‘Reset’ by COVID-19 but Won’t Fade

12 November 2020

In the midst of the COVID-19 pandemic, owners and brands embroiled in difficult conversations. Hotel News Now spoke to Piers Schmidt about the enforcement of brand standards during a global crisis.

As hoteliers consider a move to new brands, the conversation around brand standards is centered on what is functional for guests, not the brands themselves.

Brand executives are not averse to employing practical considerations during a crisis, but the end goal is to revert to and improve those standards.

Hygiene levels have always been part of those standards, but improved levels are set to move up the list of those standards that do not allow much compromise, if any, sources said.

For his piece, ‘Brand Standards ‘Reset’ by COVID-19 but Won’t Fade’ for Hotel News Now, Terence Baker spoke to Luxury Branding Founder Piers Schmidt about the shifting relationship between owners and brands during an historic period of industrywide disruption.


Luxury Branding is a strategic advisor specialising in generating sustainable brand value. Its principal experience is in the ultra-competitive premium segments of the tourism, travel, hospitality and residential real estate sectors.1

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With a unique blend of ‘calculated creativity’,
Luxury Branding helps ambitious organisations to define and express how they are special, different, and better: special for their affluent customers, different and better than the competition.2

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Piers Schmidt and Ian R Douglas of Phoenix Global are the co-founders of Kingham Leigh.
This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.3

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