Alex Schellenberger • Chief Brand & Marketing Officer • Mandarin Oriental

In this episode of What The Luxe, Anant Sharma speaks with Alex Schellenberger, Chief Brand & Marketing Officer at Mandarin Oriental Hotel Group, about redefining loyalty for the affluent traveller.

As luxury hospitality grows more transactional, Mandarin Oriental is shifting focus toward emotional recognition and building fandom rather than points accumulation. Alex shares how the evolution of Fans of M.O., the integration of guest data into a unified global profile, and a renewed emphasis on generosity are reshaping the brand’s relationship with its most discerning guests.

The conversation explores scaling without dilution, delivering brand promises through operations, and why meaningful recognition will define the next chapter of luxury hospitality.