At the helm of the world’s oldest luxury hotel brand for the past 18 months, Barbara Muckermann is tasked with safeguarding a 125-year legacy while ensuring the strategic growth expected of any global brand.
In an era where scale and diversification drive the ambitions of major hospitality stakeholders, the new Group CEO is betting on a focused strategy: anchoring growth around a strong flagship brand, reinforcing its unique value propositions, and applying extreme selectivity to development.
Reviving the brand image and narrative of a company that has experienced recent turbulence is a challenge well suited to Muckermann, whose career has been forged in the high-stakes world of luxury cruising. She began her tenure at Silversea Cruises as Head of Communications, then advanced through Marketing and Sales roles, gaining 360-degree expertise in brand strategy and commercial leadership.
From cruise ships to hotels, the change is only natural based on strong values
As the visionary behind the “exclusive spaces” concept on large-capacity cruise ships, she developed a deep understanding of luxury codes and the non-negotiable requirement of consistently high quality standards. Following leadership roles at various cruise companies, she was brought back to Silversea to assume the presidency and reposition it as a benchmark in ultra-luxury cruising.
Her relatively recent entry into hospitality is not a rupture but rather a continuation of a strategic approach already proven in her previous roles: honoring brand fundamentals, leveraging heritage to shape the future, and never compromising on the core values that define a brand’s DNA.
Kempinski’s transformation is well underway, firmly rooted in over 125 years of illustrious heritage. The group’s German and European origins remain a cornerstone for its development, even as it consolidates its market presence across Asia and the Middle East.
Strategic partnership with the N°10 world hotel group
In partnership with BTG Homeinns, the world’s 10th largest hotel group, Kempinski is rolling out new brands—reflecting a deliberate strategy for navigating an immense market and showcasing its ability to manage high-potential joint ventures.
Barbara Muckermann stands as a symbol of the necessary evolution and market-driven adaptation of the hospitality sector. She is among the very few women to lead a group of this scale, with ambitions to surpass 100 properties in the near term, and many more in collaboration with its Chinese partner. As the upscale and leisure segments experience a remarkable rebound, her forward-looking vision promises to be a highlight of the opening address.
Join us on November 25 at the InterContinental Paris Le Grand for the 25th edition of the Hospitality Awards.
