Ludwig Horace Holly is the narrator of the novel She by H. Rider Haggard, which reveals how he came to be adoptive father to Leo Vincey, and how they encountered the immortal goddess-queen of the Amahagger, Ayesha, or She-Who-Must-Be-Obeyed.
Their story is continued in Haggard's sequel Ayesha: the Return of She; a prequel, Wisdom's Daughter, was prepared for Holly by Ayesha herself.
According to Ayesha, Holly is probably the reincarnation of a wise counsellor, Noot, whose sage advice she ignored centuries ago. In The Vengeance of She by Peter Tremayne, it is indicated that Holly has been reincarnated as Dr. Hugh Strickland.
According to Haggard's friend and sometime collaborator Andrew Lang (notably they wrote the She-spin off The World's Desire, together), Holly corresponded with the celebrated archealogist Flinders Petrie upon the subject of Ayesha.