Piers Schmidt


Piers Schmidt is a renowned luxury brand consultant and hospitality expert described by Management Today as “one of the consultancy world’s thinkers.”

A graduate of Cambridge University, Piers began his career in global public relations at Charles Barker. He then joined Interbrand where he led the rebranding of British Airways, developed the brand strategy for the airline ‘go’ and created the ‘oneworld’ branding for the Group’s global alliance with American Airlines.

In 1998, Piers co-founded The Fourth Room, a pioneering brand consulting firm, which attracted a blue-chip client list. In 2002, he 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 has concentrated his focus 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, Cottonmill and Atheel Collection.

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 in Europe, the Middle East, Africa and the US. He is a visiting lecturer on the MBA programme at EHL, the renowned hospitality management school in Lausanne, where he has also given two well-received lectures in their Distinguished Speaker Series and will be giving a TED talk in April 2020.

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