Belmond has promoted Nicolas Streff to the role of Senior Vice President, Strategy & Transformation. In his expanded position, Streff will lead a newly established team tasked with defining and delivering the luxury travel brand’s strategic priorities across its global portfolio.
Streff brings more than 15 years of experience in luxury brand strategy, marketing and communications, forged across some of the most prestigious maisons within the LVMH group. A graduate of ISC Paris with a Master’s degree in International Marketing & Management – with additional studies at The Hong Kong Polytechnic University – he has built a career shaped by postings in Paris, Hong Kong, London and New York.
Before joining Belmond, Streff held a succession of senior roles across LVMH’s portfolio. He began his career at Rémy Cointreau as an International Assistant Brand Manager before moving to Cartier, where he progressed from International Product Manager for Watches to Senior Product Manager and subsequently Group Manager for Jewellery & High-Jewellery. He then joined Moët Hennessy, serving as Marketing Manager for Dom Pérignon and Prestige Champagnes and Wines before being appointed Brand Director for Hennessy Prestige in New York.
Streff joined Belmond in December 2020 as Global Brand & Corporate Communications Director, a role that expanded to Vice President of Strategy and Corporate Communications. Over the past five years, he has worked closely with leaders across the company’s operations to develop the strategic frameworks underpinning Belmond’s long-term direction. He has served as a prominent spokesperson for the brand, representing Belmond at major industry events including the International Luxury Travel Market in Cannes and leading media engagement across key growth markets.
Beyond his strategic contributions, Streff has been a champion of diversity and inclusion within the wider LVMH ecosystem. He created All LVMH Pride in 2019 – the luxury conglomerate’s first affinity group dedicated to celebrating LGBTQ+ inclusivity – and chaired its US steering committee. He also played an instrumental role in establishing Belmond’s LGBTQ+ Advisory Board, which has helped shape guest experience standards across the company’s properties worldwide.
In his new role, Streff will oversee a cross-functional Strategy & Transformation team that brings together expertise from across the business. His mandate centres on two critical areas: advancing Belmond’s digital guest experience and accelerating its environmental and social impact ambitions. The aim is to ensure that transformation remains both guest-centric and purpose-led as the brand continues to evolve.
These priorities align with Belmond’s broader strategic trajectory under CEO Dan Ruff. Since LVMH acquired the company in a $3.2 billion transaction in 2019, Belmond has pursued a distinctive approach to growth – prioritising the renovation and elevation of its existing portfolio over rapid expansion. The brand currently operates 43 properties across 24 countries and territories, encompassing iconic hotels, luxury trains, river cruises and safari experiences.
Belmond’s Slow Luxury philosophy – celebrating exceptional craftsmanship, local sourcing, curated exclusivity and cultural richness – has become the defining lens through which the company approaches every aspect of its operations. Recent milestones underscore the strategy’s effectiveness. Seven Belmond properties were recognised in The World’s 50 Best Hotels 2025, including Copacabana Palace in Rio de Janeiro at number 11 and Maroma in Mexico’s Riviera Maya at number 33.
The company’s investment in its railway division has been particularly ambitious. The Britannic Explorer, England and Wales’ first luxury sleeper train, launched in 2025, while the Venice Simplon-Orient-Express continues to introduce new routes and artist-designed carriages. A new Villeggiatura by Train series pairing rail journeys with stays at flagship Italian hotels is set for 2026.
On the sustainability front – a core element of Streff’s expanded brief – Belmond has partnered with EarthCheck for scientific benchmarking across its operations and with Parley for the Oceans to advance marine conservation. The company is also working to meet LVMH’s Life 360 sustainability targets, with pilot programmes already under way at several properties.
Streff’s appointment reflects Belmond’s commitment to embedding strategic thinking and purposeful transformation at the heart of its leadership structure. As luxury travellers increasingly seek experiences that are digitally seamless, culturally immersive and environmentally responsible, the creation of this new senior role signals the company’s intent to stay ahead of those expectations.
Commenting on his promotion, Streff said he was excited to extend his role as the company’s transformation continues. He pointed to the opportunity to elevate every guest interaction – from well before arrival at Belmond’s legendary properties to long after departure – while strengthening the positive and lasting impact the brand has on the destinations in which it operates.
