Luxury hospitality group Kempinski Hotels has named Barbara Biffi as chief brand officer as the company moves forward with its transformation plans.
Biffi will be responsible for managing the company’s brand and marketing framework, and will also direct the company’s global brand strategy and oversee marketing operations.
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Her responsibilities include maintaining consistent brand messaging across all channels and improving digital and e-commerce platforms to focus on guest needs.
Biffi has more than 20 years of experience in hospitality, brand management, technology, and digital strategy.
Her past roles include global sales senior vice-president and brand vice-president at Silversea Cruises, as well as senior positions at MSC Cruises.
Regarding Biffi, Kempinski Hotels group chief executive officer Barbara Muckermann said: “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.
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By GlobalData“She will be instrumental in aligning every touchpoint of our portfolio with the needs and aspirations of today’s global luxury traveller.”
The addition of Biffi to the executive team increases the range of skills and backgrounds at Kempinski Hotels, stated the company.
The latest appointment follows strategic leadership changes announced by the company in the last 12 months.
In August 2025, the company appointed three new vice presidents to its product and experience team.
Frank Veenstra was named chief development officer last month to drive the organisation’s growth strategy amid the “changing expectations of global luxury”.
Kempinski operates 75 properties in 33 countries, with more than 25 projects in its development pipeline.
In April, the company extended its partnership with BTG Hotels to expand luxury hospitality in China.
