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.

Red Sea Global, the visionary developer behind the world’s most ambitious regenerative tourism projects, 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 and AMAALA projects towards welcoming their 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.


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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