Strengthening the Preferred Hotels & Resorts Brand in Asia Pacific

Desarrollos estratégicos

Recently, a series of pivotal leadership appointments and strategic initiatives have been announced by Preferred Hotels & Resorts. These efforts are designed to enhance support for hotel members while increasing their presence in the Asia Pacific market.

Expanded Leadership Roles

Laurence Onfroy, who joined the organization in 2024, has taken on an expanded role as Vice President of Business Development for the Asia Pacific region from the company’s Singapore base. Her primary goal is driving regional growth by broadening the hotel portfolio under the umbrella of Preferred Travel Group. A strong focus is placed on increasing the profile of Beyond Green, the group’s sustainable travel brand, and cultivating strategic alliances both globally and regionally. Alongside her, the Singapore team includes:

• James Koh – Regional Director for Southeast Asia & Pacific, managing retention and development since 2022.
• Cheryl Siow – Vice President, handling global sales for Greater China and group sales in Southeast Asia.
• Matthias Ong – Manager for Public Relations and Social Media, recently integrated into the team.

Regional Leadership Expansions

The company’s team in Greater China and Australia is also experiencing leadership growth. Eddie Wong has stepped into the role of Area Managing Director for these regions, working from Hong Kong to steer growth initiatives. In Japan, Midori Kataoka has been appointed Area Managing Director overseeing a market rich in 50 member properties. The team is further augmented with the addition of Yuichi Kanasaki, who specializes in hotel revenue optimization.

Commitment to Sustainable Growth

Según Michelle Woodley, President of Preferred Travel Group, these strategic changes reflect an ongoing commitment to reinforcing the brand’s stature in the luxury and independent hospitality space across Asia Pacific. The region is recognized as vital for future growth, which is expected to be substantial. These advancements not only aim to stabilize the brand’s presence but also enhance support for the existing hotel members, boosting their visibility not just locally, but across their entire portfolio.

Recent Additions to the Membership

Since the beginning of the year, Preferred Hotels & Resorts has welcomed several new member properties across the Asia Pacific:

This brings the total footprint in the Asia Pacific region to over 90 properties, with plans for further expansion in high-performing markets like China and promising destinations such as Bali, Vietnamy Australia.

Significant Properties

Among the luxurious properties associated with the brand are:

• The Fullerton Hotels & Resorts across Singapore, Sydney, and Hong Kong.
• Artyzen Singapore.
• Andara Resort & Villas in Phuket.
• The RuMa Hotels & Residences in Kuala Lumpur.
• Wynn Palace Cotai in Macao.
• Hotel New Otani Tokyo ‘EXECUTIVE HOUSE ZEN’.

Moreover, the brand is also making strides in India, with the addition of The Leela Gandhinagar, Aurika Udaipur, and Aurika Mumbai International Airport to its expanding collection of member hotels.

Panorama general

These strategic expansions and appointments are not merely about growth; they emphasize a consolidated effort to enhance the luxury travel experience in Asia. With a focus on sustainability and member support, this direction sets the stage for future long-term successes within the hospitality sector.

Resumen

Preferred Hotels & Resorts is reinforcing its leadership presence in the Asia Pacific, demonstrating a commitment to both regional growth and sustainable practices. As they welcome new properties and strengthen their team, the anticipated outcomes are expected to greatly benefit travelers by increasing the quality and variety of available luxury accommodations. This expansive strategy reflects the dynamic pace of the hospitality industry and highlights the necessity for travel solutions that align closely with guest expectations.

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