Kempinski Hotels has appointed Frank Veenstra as its new Chief Development Officer, a move designed to sharpen the group’s global growth strategy as it deepens its push into the ultra-luxury hospitality segment.
Veenstra will oversee the refinement of Kempinski’s development portfolio, balancing selective investment in hotel assets with continued expansion through management agreements. He will also lead efforts to build and strengthen the development organisation, ensuring long-term growth for the brand, which is recognised as Europe’s oldest luxury hotel group.
“The luxury hospitality sector is undergoing important changes in guest expectations and demand for genuine local connections, and Frank understands exactly how to translate those shifts into opportunities,” said Barbara Muckermann, CEO of Kempinski Group. She praised Veenstra’s track record in global hospitality development while also extending thanks to outgoing executive Christophe Piffaretti for his contributions.
Since taking the helm in 2024, Muckermann has driven a transformation of Kempinski’s portfolio, launching more refurbishment plans in a year than in the previous decade. Veenstra, who previously held senior roles at Abu Dhabi Investment Authority, NH Hotels, and Corinthia Hotels, said he was energised by the opportunity to help shape Kempinski’s future.
“Kempinski stands for timeless luxury, but the definition of luxury is evolving,” Veenstra noted. “Our ambition is to deliver a higher level of refinement – personalised, culturally and contextually relevant, and forward-looking – for a new generation of travellers.”
Kempinski currently operates 75 properties across 33 countries, with 25 additional projects under development. Veenstra’s appointment adds to a series of strategic leadership changes in recent months, as the group aligns itself with shifting global demand and aims to elevate its position in the luxury space.
