About this episode

Alex Schellenberger discusses luxury branding and the evolution of hospitality at Mandarin Oriental.

In this episode of The Layover , we sit down with Alex Schellenberger , former Global Chief Marketing Officer of Mandarin Oriental Hotel Group , to explore how one of the world’s most iconic luxury hospitality brands balances heritage, growth, and modern brand building. From his early career at Procter & Gamble , Hugo Boss, Coty, and Accor to leading brand strategy for Mandarin Oriental, Alex shares how classical brand management principles translate into the world of ultra-luxury travel—where emotion, recognition, and service define the guest experience. Alex unpacks how luxury hospitality is evolving through: Preserving brand DNA while scaling Mandarin Oriental’s global footprint Building loyalty among ultra-high-net-worth travelers through recognition, access, and emotional connection Keeping the iconic “I’m a Fan” campaign relevant after more than two decades Using celebrities and cultural figures as authentic brand ambassadors, not just paid endorsers Applying AI and guest data to improve personalization while keeping the human touch at the center Designing transformational experiences, from monk-led retreats in Japan to private museum access and champagne house…

People in this episode

Guest: Alex Schellenberger

Mentioned in this episode

Organizations: Mandarin Oriental Hotel Group, Procter & Gamble, Hugo Boss, Coty, Accor

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