Trusted by some of the world’s most demanding luxury travel brands, Mirjam has built her reputation over 19 years of working on communications, digital and sales strategies for luxury hotels and destinations.
Her consultancy advice is sought by leading travel brands and in her time she has launched and re-positioned brands as diverse as the Seychelles Tourism Board, New York City, the Hawaii Tourism Board, Capella Hotels & Resorts, Lanserhof (Europe’s leading health retreat), JW Marriott Venice, Hotel Santa Caterina Amalfi, Castello del Nero, Martinhal Family Hotels & Resorts, and countless more.
Mirjam is known in the industry for her results-driven approach to ensure all of Lemongrass’ clients receive excellent campaigns that deliver on the bottom line.
A German brought to Britain by love, Mirjam is an insider with an outsider’s perspective when it comes to interpreting overseas experiences for British audiences. For 19 years—the last 12 running the agency she founded, Lemongrass Marketing—she has been connecting luxury hotels and destinations outside the UK to British travellers and tour operators.
“What I enjoy the most about my job is to really get under the skin of our clients luxury travel businesses– in another life I would have probably become a doctor – to look at their vision and at the challenges they face with a fresh pair of eyes to help them put together a strategy that makes a genuine difference to their bottom line. My primary fascination is with business because PR, sales and marketing have never been about glossy pictures, whether in Condé Nast Traveller or on Instagram. They’re about a client’s bottom line. And because we offer a true 360 degree service – meaning that we have travel PR, sales, brand partnership and social teams all under one roof here at Lemongrass – we can be incredibly flexible. If a client needs 80% PR and 20% sales in order to achieve their business goals then that’s what they get, if they need 40% social and digital PR support complemented by 60% traditional PR then we offer that, too.”