LuxTravelEx bets on reducing marketing budgets for luxury tourism products

Luxury travel and hospitality expert Gaby Gramm has launched LuxTravelEx – a unique new global alliance concept created and developed to provide comprehensive marketing and operational support services to luxury hospitality products and operators across Southern Africa.

With over 24 years of hands-on hospitality experience within the luxury hotel sector, and solid relationships with an extensive local and international network of industry players, Gramm started LuxTravelEx after completing her Executive MBA at the University of Cape Town. Since moving on from her previous position as General Manager of the Steenberg Hotel in Cape Town, Gramm has worked on a number of exciting projects, notching up valuable global experience as an independent consultant. This included a collaboration with SA Tourism in India where she was part of a select team on a road show to develop tourism to South Africa among the travel trade in that country.

With Gramm’s personal service and dedication, and the combination of her theoretical knowledge, vast business and hospitality experience, and strategic vision and expertise, LuxTravelEx is set to provide clients with a clear focus aimed at growing and maintaining business within an ever-changing environment. LuxTravelEx has found its niche as a service that promotes and nurtures cost-effective partner alliances to allow luxury properties to lower their marketing costs; grow their bottom lines; and unlock transformational growth.  This is taken one step further with a range of services geared towards leveraging each client’s offering by optimizing their exposure, and maximising their return on marketing investment.  These include access to various trade shows at a reduced cost; strategic cross-selling and marketing campaigns; and customised marketing and operational support services and solutions that are tailored to the needs of each company.


Gramm expounds: ‘At the top end of the hospitality industry in particular, it is about specialization and expertise, strategic relationships and the ability to partner with key players. We are able to offer all that – our network of international and local travel industry representations is leveraged on behalf of our clients and we facilitate harmonious and dynamic working relationships that really work. We do this by matching the needs and interests of all partners within our network, and by delivering proactive, transparent and prompt service to both our partners and the luxury travel trade.’

German-born Gramm (47) graduated from the renowned Hotel School in Lausanne, Switzerland and honed her skills working at hotels in France and the United Kingdom, after which she moved to Cape Town where she was a start-up team member of the 5-star Cape Grace Hotel in 1996, before her appointment as Deputy General Manager in 2000. In 2003 she joined the Steenberg Hotel as General Manager when it was under the ownership of The Mantis Collection. In May 2005 when Graham Beck’s Kangra Group bought the Steenberg property, she was given carte blanche to develop the product and take the 5-star hotel to the next level. During her ten years at Steenberg, she raised the international profile of the Hotel to the point where it raked in a plethora of prestigious accolades every year – ending off on a high note with its inclusion in the coveted Condé Nast Traveler Readers’ Choice Awards’ Top 100 Hotels & Resorts in the World in both 2011 and 2012.

Gramm says she is planning to drive various projects in the travel trade in the coming year, focusing on both hotel properties and tour operators, and including providing coaching to senior managers in the industry. She will also further develop her interest in the field of experiential and philanthropic travel, and aims to dedicate more time to her blogging on

Author: Muzi Mohale

Hi there, am your host and I blog about the tourism industry in South Africa. You're also welcome to contribute your expert content on matters affecting the industry. You can reach me on muzi[at]

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