Piers Schmidt


Described by Management Today as “one of the consultancy world’s thinkers”, Piers Schmidt is a leading luxury brand consultant and expert in hospitality and service.”

A graduate of Cambridge University, Piers’ career commenced in global public relations with Charles Barker. He then joined 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 its global alliance with American Airlines.

In 1998, Piers co-founded The Fourth Room, one of the marketing industry’s first pure play brand consulting firms. In 2002, Piers and his partners sold the company to US Interactive, a NASDAQ-quoted e-commerce integrator, with whom he became Vice President, Europe.

In 2002, Piers formed Luxury Branding, a boutique luxury consulting firm that developed the Kerzner International corporate brand and masterminded the conceptualisation and $16m roll-out of One&Only Resorts. Since then, Piers’ sought after practice has focused on developing innovative luxury brands in the hospitality and travel industry. His impressive brand creation credits include Quintessentially, Dorchester Collection, Armani Hotels & Resorts, LUX* Resorts and Hotels, Paramount Hotels & Resorts, C Resorts (Constance Hotels & Resorts), Annassurra and Cottonmill.

For three years, Luxury Branding was the global agency of record for Taj Hotels Resorts and Palaces and in 2015-6 defined a new brand positioning and developed signature guest programming for Belmond. Piers is currently masterminding the brand-led transformation of Villa Hotels & Resorts, the largest owner-operator of resorts in The Maldives.

Piers is the branding blogger for Hotels, a frequent commentator for Skift and other global news media and has appeared on conference platforms across the world. He is a visiting lecturer on the MBA programme at Ecole hôtelière de Lausanne, where he has given two lectures in the school’s Distinguished Speaker Series.

In 2019, with Ian R Douglas, Piers Schmidt co-founded Kingham Leigh, an unorthodox new venture that is creating, developing and operating ‘Maverick Hospitality’ concepts.

In 2020, in a collaboration with author Alexander McCall Smith and conductor Nigel Short, Piers Schmidt co-created Hand of Hope, an anthem to commemorate the easing of lockdown after the coronavirus pandemic.