Global Advisory Board Appointment

13 June 2021

In June 2021, The Red Sea Development Company announced the appointment of Piers Schmidt, Founder of Luxury Branding, to its global Advisory Board.

The Red Sea Development Company (TRSDC), the developer behind the world’s most ambitious regenerative tourism project, has appointed two industry experts to its global Advisory Board.

The new appointees, who have a combined experience of over 50 years in the hospitality and tourism sector, will play a pivotal role in directing The Red Sea Project towards welcoming its first guests at the end of 2022.

Frances-Anne Keeler (ex-Tourism Australia and VisitBritain) and Piers Schmidt (Founder of Luxury Branding) join the company’s existing international Advisory Board of eight world-leaders in business, investment, tourism, sustainability and conservation with immediate effect.

Piers and Frances-Anne join eight illustrious colleagues: Philiipe Cousteau Jr.,
Co-Founder and President, Earth Echo International, Carlos Duarte, Professor,
Red Sea Research Center, Aradhana Khowala, CEO & Founder, Aptamind Partners, William McDonough, Founder, William McDonough and Partners, Fritz Dirk van Paaschen, Senior Advisor, TPG Capital, Sue Harmsworth MBE, Founder of ESPA, H.E. Dr. Mohamed Waheed Hassan, Fifth President of the Maldives and Horst Schulze, Co-founder of the The Ritz-Carlton Hotels, Chairman & CEO Capella Hotels

Read the full press release on The Red Sea Development Company’s website.


Luxury Branding is the leading consultancy that generates sustainable brand value within competitive premium segments of the tourism, travel, hospitality and real estate sectors.1

Read More


With its unique blend of ‘calculated creativity’,
Luxury Branding empowers ambitious organisations to define and express how they are special, different and better: special for their affluent customers; different and better than their competitors.2

Read More


Luxury Branding Founder, Piers Schmidt, and Ian R Douglas, Managing Director of Phoenix Global,
are the Co-Founders of Kingham Leigh, a dynamic partnership formed to design and develop innovative hospitality projects in Europe and beyond.3

Read More
further Stories

Brand Extension

Brand Identity

Luxury Branding is experienced at translating consumer brands into the hospitality sector. Piers Schmidt was…

Are You Being Served?


Piers Schmidt addressed senior doctors and business leaders from C-Care, a leading healthcare provider in…

Villa Vamos


Luxury Branding was engaged by Villa Hotels & Resorts to design and lead a five-day ‘Discovery…

All posts