Welcome to LuxTravelEx by Gaby Gramm

Your marketing alliance featuring luxury hospitality and travel trade products


LuxTravelEx is a hospitality consultancy providing operational, strategic, marketing and HR related support services to the tourism and hospitality industry in Southern Africa. We have over 25 years of experience in the luxury hospitality sector, both in Africa and Europe and are providing capacity to the travel and tourism trade. 

LuxTravelEx also designs luxury travel experiences for inbound tour operators providing specialized and tailor made tourist guiding services to high end clients with focus on gourmet, wine, golf, art and culture.

LuxTravelEx was founded in 2013 by Gaby Gramm who has a long and successful career in managing luxury hotels in Europe and Southern Africa.

Our vision is to grow tourism across Africa, to close the wide skills gap and to improve the tourism offering across the continent, ultimately contributing to making tourism an important employment and growth sector.We further provide a market link between quality tourism products that exist on the African continent and the international tourist trade markets. This will ensure that Africa features continuously on the international travel trade radar.

//Meet Gaby Gramm


Gaby Gramm, Proprietor

Working with a range of luxury properties and operators across South Africa, German-born Gaby Gramm uses her exceptional experience and knowledge in the field of operational and marketing hospitality to add sustainable value for her clients in whatever their specific needs are.

LuxtravelEx finds its strength in Gaby’s commitment to improving the value of a company over a short time frame – exactly what is needed in many turn-around situations.

Having obtained her Executive MBA at the UCT School of Business in 2012 and a lean-practitioner, Gaby uses her hospitality and travel experience and insight, combined with her dedication to sound business strategy and focus on growing and maintaining business within an ever-changing environment, to ensure that she provides each partner within the LuxTravelEx network the best possible return on their marketing investment.

Gaby also is a qualified South African Tourist Guide (Level 4) and offers private guiding services on the English and German speaking market designing unconventional itineraries matching personal interests of the travelling client.

Gaby’s long list of accolades and achievements within the local and international luxury travel industry range from honing her skills in hotels in France and the United Kingdom, to recently being selected as one of the Top 100 in 2012 in the Condé Nast Traveler US Reader’s Choice awards. Looking at Gaby’s complete set of achievements, it goes without saying that LuxTravelEx by Gaby Gramm is the best choice when looking for international and local representation for your property.

  • Trained at the sought-after Hotel School in Lausanne, Switzerland
  • Honed her skills at various hotels in France and the United Kingdom
  • Member of the start-up staff at the 5-star Cape Grace Hotel in 1996
  • Deputy General Manager at Cape Grace Hotel from 2000 – 2003. During this time the Cape Grace was voted Best Hotel in the World by Condé Nast Travel Magazine readers
  • Joined the Steenberg Hotel as General Manager in 2003. In May 2005, the Steenberg Hotel was bought by Graham Beck’s Kangra Group and Gaby was given carte blanche to turn the Steenberg Hotel into the highly successful and awarded business it is today.
  • Winner of the corporate section of the Western Cape’s Regional Business Achiever Awards 2007, arranged by The Businesswomen’s Association and sponsored by Nedbank
  • With Steenberg: Condé Nast Traveler US Reader’s Choice awards – Top Hotel in Africa and the Middle East 2011
  • With Steenberg: Condé Nast Traveler US Reader’s Choice awards – Top 100 in 2012
  • With Steenberg: Numerous TripAdvisor Recognitions


LuxTravelEx provides comprehensive and experienced services to build a valuable network and create cost-effective solutions to luxury properties and operators to lower their marketing costs, grow their bottom lines and unlock transformational growth.


Management – LuxtravelEx will assist you to manage and maximise your operational service delivery, international and local travel and luxury representations and DMC contact.


Consulting and Executive coaching – We offer customised marketing and operational solutions which are realistic for implementation. Valuable coaching and mentoring of Senior Managers in the fast paced world of hospitality.

Tourist services

Specialised guiding services – LuxTravelEx provides quality programs and guiding services to inbound tour operators with focus on gourmet, wine, art, culture and golf. Services to English and German speaking markets.


Cross Marketing Enjoy being a part of a carefully developed network of luxury hotels and travel properties.


Storybox Marketing

Storybox Marketing provides professional, strategic and hands-on marketing services to a small collection of high-end hotel experiences. The focus is about marketing effectiveness and seeing small hospitality businesses thrive in a competitive marketplace. Storybox Marketing does not work as an outsourced consultancy but rather as part of their clients marketing team, directing the complete strategy or simply managing and implementing parts of it.

We assist the company in the strategic management which includes the tactical forward planning, competitive analysis of its playing field as well as facilitating access to our network in the industry.


Mukaya Impact Partners

Mukaya Impact Partners

Mukaya Impact Partners is focused on empowering women through capacity building: providing capital, expertise and access to markets. Investing to improve the lives of women is a powerful catalyst for positive social change.

At Mukaya Impact Partners we strive to address and overcome the barriers that hold women back from starting to growing a business to scale. We together with our partner groups use our skills, experience and networks to address gender inequality and help give women in Africa access to equal opportunities.

The business was founded by three partners who share a passion for Africa and a vision to see women equally share in the economic development of the Continent.

For further details : www.mukayaimpactpartners.com

Ilanga Travel

Marketing strategy for Ilanga Travel

Assist Ilanga Travel PTY Ltd, long established Southern Africa Elite Destination Company to access and explore new markets through LuxTravelEx network during Luxury Travel Show ILTM Cannes, December 2013.

South Africa Tourism

‘Learn South Africa Module 4’ for South African Tourism in India

Selected supplier to attend the 15 cities roadshow throughout India in July 2013. Assisting South African Tourism to intensify the destination awareness and understanding among the travel trade in India.

LuxTravelEx was present to advise the travel trade (1400 travel agents) on specialised needs of the market in South Africa in order to enable them to sell the country to Indian travellers.

Products showcased on behalf of LuxTravelEx: Steenberg in Cape Town and Fancourt in George.


Promotional marketing services in South Africa for Travelfinesse

Travelfinesse is an experiential leisure travel brand of Exclusive Vacations Pvt. Ltd, based in Jaipur, India.

Travelfinesse handles luxury inbound leisure travel to the Indian subcontinent (India, Sri Lanka, Nepal, Buthan) which is now introduced and marketed to the South African outbound operators via LuxTravelEx.

E-Brochure 1 (external link)
E-Brochure 2 (external link)

Advisory audit on two of Africa Albida Tourism’s properties: Victoria Falls Safari Club in Victoria Falls and Ngoma Lodge in Chobe, Botswana.

This operational audit included a product analysis, all observations and recommendations on quality and standards in view of plans to market both properties to the top end luxury trade.

Ongoing strategic advisory service for the owners and directors:

Establishment and set up of management structure, procedures and guidelines for the running of the property. Executive coaching of management on site and appointment and introduction of new General Management.



LuxTravelEx gives you access to a network of international and local travel industry contacts, ensuring that these are managed, updated and driven on your behalf to leverage your offering, increase exposure and maximise your return on marketing investment.

//International contact points

  • Sales and Marketing in the United Kingdom – Ethos Marketing, Sussex
  • Public Relations in the United Kingdom – Ethos Marketing, Sussex
  • Public Relations in North America – Montgomery Communications, New York
  • Sales and Marketing in Scandinavia – Remarkable Destinations, Stockholm

//Trade Shows Attendance

Month Trade Show City
April ILTM Africa Cape Town
May INDABA Durban
November PURE (optional & by invitation only) Marrakech
December ILTM Cannes

//Sales Calls

  • United Kingdom bi-annual
  • USA annual
  • Europe bi-annual covering Germany, CH, Austria, NL, Sweden and France
  • JHB and Durban bi-annual


//Looking forward to meeting you

Phone : +27 (0)82 467 7099

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