Piers Schmidt


Described by Management Today as “one of the consultancy world’s thinkers,” Piers Schmidt is a luxury branding guru and hospitality entrepreneur.

A graduate of Cambridge University, Piers began his career in global public relations with Charles Barker. In 1993, he joined Newell&Sorrell (Interbrand) where he led the rebranding of British Airways, developed the brand strategy for the low cost,
no frills airline ‘go’ and named the oneworld brand for the global alliance with American Airlines.

In 1998, Piers co-founded The Fourth Room, the UK’s first pure play brand consultancy. In 2002, he led a sale of the company to US Interactive, a NASDAQ-quoted e-services firm.

In 2002, Piers founded Luxury Branding, which developed the corporate brand for Kerzner International and fashioned the revered One&Only Resorts brand whose $16m roll-out he masterminded.

Piers’ sought after practice has been responsible for a series of innovative luxury brands in the hospitality and travel industries. Client credits include Armani Hotels & Resorts, Annassurra, C Resorts by Constance Hotels & Resorts, Cottonmill, Dorchester Collection, LUX* Resorts & Hotels, Paramount Hotels & Resorts and Quintessentially. Between 2013-16, Luxury Branding was global agency of record for Taj Hotels, Resorts and Palaces. In 2015-6, Piers developed a refined brand positioning for Belmond and developed new signature guest programming across the portfolio.

Currently, Piers is directing the brand-led transformation of Villa Hotels & Resorts (Maldives) and Sun Limited (Mauritius) and leads the firm’s strategic relationship with Celebrity Cruises.

Piers a trusted commentator for leading news media and a regular speaker on conference platforms across the world. He is also a guest lecturer for the MBA programme at Ecole hôtelière de Lausanne where he has also presented two lectures in the school’s Distinguished Speaker Series.

In 2019, with Ian R Douglas, Piers Schmidt co-founded
Kingham Leigh, a new hotel venture that is creating, developing and operating proprietary hospitality concepts.

In 2021, Piers joined the Advisory Board of The Red Sea Project, the world’s most ambitious and exciting tourism and hospitality project: a luxury destination created around one of the world’s hidden natural treasures. The Red Sea Project will set new standards in sustainable development and exceed expectations to create a unique travel experience and unforgettable memories.