Kempinski Hotels Appoints Barbara Biffi as Chief Brand Officer

International

Her appointment marks a new era in brand transformation and digital innovation for Europe’s oldest luxury hotel group

Kempinski Hotels has announced the appointment of Barbara Biffi as Chief Brand Officer, a newly created position designed to guide the next phase of the group’s transformation. In her role, Biffi will lead a comprehensive reimagining of the Kempinski brand and marketing strategy, merging the company’s historic legacy with a renewed vision for the future of luxury hospitality.

“I am delighted to welcome Barbara Biffi to Kempinski Hotels at such a pivotal moment in our journey,” said Barbara Muckermann, Group Chief Executive Officer of Kempinski Hotels. “Her international background and proven expertise in luxury brand strategy and digital transformation will be essential as we reinforce our positioning grounded in heritage and craftsmanship. Barbara will play a key role in aligning every brand touchpoint with the expectations of today’s global luxury traveller.”

Driving a global brand transformation

In her new position, Biffi will oversee Kempinski’s global brand strategy and marketing operations, focusing on a cohesive and elevated brand expression across all platforms. Her priorities include enhancing digital and eCommerce journeys, strengthening brand storytelling, and ensuring a consistent, guest-centric experience that supports the group’s commercial growth. She will collaborate closely with the Product & Experience and Commercial divisions to align brand development with Kempinski’s evolving portfolio and customer base.

“I am honoured to join Kempinski, a truly iconic name in luxury hospitality with a rich legacy and a bold vision for the future,” said Barbara Biffi. “Together with my colleagues, I look forward to shaping a brand identity and guest experience that both celebrate our European heritage and speak to the desires of the modern luxury traveller.”

A leader with global luxury and digital expertise

With over 20 years of experience in luxury hospitality, brand leadership, and digital innovation, Biffi brings a distinctive blend of strategic and creative expertise to Kempinski. She most recently served as Senior Vice President of Global Sales at Silversea Cruises, following an earlier tenure as Vice President Brand. Her career also includes senior roles at MSC Cruises and at Ogilvy, the renowned New York–based advertising agency where she began her professional journey.

A graduate in Statistics and Economics from the Università Cattolica del Sacro Cuore in Milan, Biffi also holds an Executive Certification in Digital Strategy for Business from Columbia Business School. She is fluent in English, French, and Italian.

Biffi’s appointment enhances the diversity and expertise within Kempinski’s Executive Leadership Team, reinforcing the group’s capacity to navigate transformation, achieve sustainable growth, and uphold the timeless values of Europe’s oldest luxury hotel brand.