From Brand to Partner: A New Chapter in our Journey

17 June 2025

Today, after more than two decades advising the world’s leading luxury hospitality brands, Luxury Branding becomes Luxury Partners — a name that more accurately reflects the nature and depth of our firm’s influence and role.

This rebrand is a reaffirmation of our identity as trusted, long-term strategic advisers to entrepreneurs, developers, and C-suite leaders in the travel, hospitality and wellness sectors. It reflects a commitment to continue delivering discreet, high-impact counsel, now underpinned by an augmented set of capabilities.

Because the change of name also marks another significant step, as we announce that Luxury Partners has joined Journey.

The merger formalises a 10-year collaboration and combines our specialist advisory offer with Journey’s category-leading digital, ecommerce and experience management products. Together, we represent an integrated powerhouse — the Hospitality Performance Platform — that transforms visitor and guest experience into commercial performance.

Our combined proposition enables luxury travel, hospitality and wellness operators not only to shape their strategy, brand, and guest experience but also to deliver it end-to-end, from positioning to booking engine, from storytelling to spa scheduling, and from digital marketing to direct revenue.

With this union, our clients gain:

  • Continued collaboration with the senior consultants they already know and trust
  • A single point of access to strategy, branding, ecommerce, payments and performance marketing
  • A fully integrated platform to convert brand equity into measurable Return on Experience

To our clients, partners and peers: thank you for being part of our journey to date.

The next chapter starts now.

Luxury Partners. Proudly part of Journey.

Strategy

Luxury Partners 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

Read More

Brand

With a unique blend of ‘calculated creativity’,
Luxury Partners 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

Read More

NXGN

Luxury Partners introduces NXGN, a suite of four specialist services designed to facilitate luxury brands in the experience economy to forge meaningful and enduring connections with this distinctive cohort.3

Read More
further Stories

White Paper from Luxury Partners Explores the Wellness–Longevity Opportunity for Luxury Hotel Brands

News Story, Opinion Piece, Report

Luxury Partners today publishes ‘The Longevity Lever: Closing the Wellness Gap in Luxury Hospitality’, a provocative white…

Unveiling ‘The Wellness Gap’: Piers Schmidt’s Keynote at FIBO’s Inaugural Longevity & Hospitality Summit

News Story

On 10 April 2025, our founder Piers Schmidt delivered a compelling keynote presentation at the…

The New Luxury Paradigm: What Next Gen Luxurians Really Want from London’s Hotels

Opinion Piece

The future of luxury hospitality lies in creating spaces where guests feel genuinely seen and…

All posts