Kempinski Hotels, Europe’s oldest luxury hotel group, has appointed Frank Veenstra as its new Chief Development Officer (CDO), a strategic leadership move aimed at strengthening the brand’s expansion into the ultra-luxury segment.
Veenstra, a seasoned executive with extensive experience in global hospitality development, is tasked with reshaping Kempinski’s growth strategy to appeal to a new generation of high-end travellers while upholding the company’s legacy of timeless European luxury.
Leading Kempinski’s Next Chapter
In his new role, Veenstra will oversee the refinement of Kempinski’s global development approach, including:
- Curating hotel assets for selective investment
- Expanding the brand through management agreements
- Strengthening and scaling the global development team
- Aligning new projects with emerging trends in luxury travel
He joins Kempinski after senior roles at Abu Dhabi Investment Authority, NH Hotels, and Corinthia Hotels, where he led large-scale hospitality and mixed-use developments across multiple continents.
“Kempinski stands for timeless luxury, but the definition of luxury is evolving,” Veenstra said. “Our ambition is to deliver a higher level of refinement – personalised, culturally and contextually relevant, and forward-looking – for a new generation of travellers.”
A Vision Aligned with Market Shifts
Kempinski’s CEO Barbara Muckermann, who took the helm in 2024, is spearheading a broad transformation across the group’s portfolio. She has already accelerated refurbishment efforts, announced more modernisation projects in a single year than in the previous decade, and is repositioning the brand to align with modern luxury values: authenticity, cultural relevance, and local connection.
“The luxury hospitality sector is undergoing important changes,” said Muckermann. “Frank understands how to translate those shifts into opportunity. With deep experience in luxury hospitality and strategic growth, he will help elevate our project pipeline and strengthen our development organisation globally.”
Muckermann also paid tribute to outgoing CDO Christophe Piffaretti, noting his “visionary leadership and unwavering dedication” during a pivotal era for the company.
Global Expansion with Purpose
Kempinski currently operates 75 hotels across 33 countries, with 25 additional properties under development. Veenstra’s appointment comes as part of a broader reshaping of Kempinski’s Executive Leadership Team, which has seen a series of targeted hires over the past year to support the brand’s evolving ambitions.
With its sights set on purposeful growth and sustainable development, the company is positioning itself as a leading name in the next generation of ultra-luxury hospitality — one that balances heritage with innovation.
Veenstra’s role will be pivotal in ensuring that future Kempinski properties reflect both elevated global standards and hyper-local experiences, keeping the brand at the forefront of evolving luxury travel trends.
