Kempinski Hotels has appointed Barbara Biffi as Chief Brand Officer, a role created to drive the next stage of the group’s transformation. Biffi (pictured above) will lead the strategic overhaul of Kempinski’s brand and marketing ecosystem, guiding the company through a significant evolution that builds on its enduring heritage while redefining its future in luxury hospitality.
She is the latest recruit to Kempinski Hotels that has followed Group CEO Barbara Muckermann, across to the luxury hospitality brand from Silversea Cruises. Muckermann said she was “delighted” to welcome Biffi to the brand “at such a pivotal moment in our journey.”
“Her international background and proven track record in luxury brand strategy and digital transformation will be vital as we strengthen our positioning, grounded in heritage and craftsmanship, and continue to evolve the Kempinski experience,” Muckermann added.
“She will be instrumental in aligning every touchpoint of our portfolio with the needs and aspirations of today’s global luxury traveller.”
In her new role, Biffi will lead the transformation of Kempinski’s global brand strategy and marketing operations. Her remit spans strengthening the brand’s expression across every touchpoint and enhancing digital and eCommerce journeys to deliver a seamless, guest-centred experience.
She will work closely with the Product & Experience and Commercial teams to ensure the brand evolution supports commercial growth while elevating the guest experience across the portfolio.
Biffi brings more than two decades of experience in luxury hospitality, brand leadership, technology innovation and digital strategy to the role, which will enable her to elevate the Kempinski’s brand presence and enrich the guest experience.
Most recently, she served as Senior Vice President Global Sales at Silversea, an ultra-luxury cruise line, following an earlier tenure as Vice President Brand. She also held a senior role at MSC Cruises.
“I am honoured to join Kempinski as it is such an iconic name in luxury hospitality, with a rich legacy and a bold vision for the future,” says Biffi. “I look forward to working with colleagues across the group to craft a brand identity and guest experience that celebrate our heritage and resonate deeply with today’s luxury traveller.”
In September 2024, Kempinski Hotels appointed Massimo Brancaleoni as Chief Commercial Officer. He too has history working at Silversea with Muckermann.
