Home » Hotels And Resorts In Asia » Preferred Hotels & Resorts Expands Leadership Team in Asia Pacific and Luxury Travel Presence: All You Need to Know

Published on August 16, 2025

Preferred Hotels & Resorts, a global leader in luxury hotel management, has made an announcement about a series of high-profile appointments across its Asia Pacific region. These strategic move aims to boost its position in the luxury travel market, foster partnerships, and grow its portfolio of over 90 properties, with further expansions planned in China, Bali, Vietnam, and Australia.

Key Appointments Reinforce Business Development Strategy

To spearhead these efforts, Laurence Onfroy has been appointed Vice President of Business Development for Asia Pacific. Since joining in 2024, Onfroy has played an essential role in expanding the brand’s footprint in the region. Her focus will now extend to the development of new properties under different Preferred Travel Group brands, specifically its sustainable sister brand, Beyond Green.

The company is also working to grow its sustainable presence, with a primary goal of supporting environmentally-friendly initiatives across its luxury hotel offerings. Onfroy’s leadership will also emphasize on driving strategic partnerships, essential to the brand’s growth.

In addition to Onfroy, James Koh has been named Regional Director for Southeast Asia & Pacific. Koh’s role will be critical in leading hotel retention and development in this fast-growing market. He will oversee the integration of hotels and partnerships across the region, that ensures a streamlined experience for members and guests alike.

Expanding Leadership for Growing Markets

As part of the ongoing expansion strategy, Cheryl Siow has been appointed Vice President of Global Sales for Greater China and Group Sales, Southeast Asia. Siow will focus on strengthening relationships with group clients and enhancing the sales efforts across both regions, further improving the overall market presence of Preferred Hotels & Resorts.

Meanwhile, Matthias Ong has joined as Manager for Public Relations and Social Media. Ong’s role is crucial in developing a strong online presence, ensuring that the brand’s story reaches the right audience. He will work closely with the leadership team to drive awareness and engagement through various media channels.

In Greater China and Australia, Eddie Wong has been appointed Area Managing Director. Based in Hong Kong, Wong will be responsible for overseeing operations and growth in these two important sectors. This role will involve managing the growth of existing hotels and also seeking out opportunities for future expansion in key cities across both regions.

Strengthening Japan’s Market Presence

Meanwhile, in Japan, Midori Kataoka has been promoted to the position of Area Managing Director, where she will oversee 50 properties across the country. Kataoka’s expanded role highlights the importance of Japan in Preferred Hotels & Resorts’ regional growth strategy. In her new role, Kataoka will manage operations, while making sure the company continues to innovate and drive luxury tourism experiences in the region.

Supporting her in this endeavor is Yuichi Kanasaki, who has joined as Director of Hotel Revenue Optimization. Together, Kataoka and Kanasaki will work to elevate the brand’s operations and enhance guest experiences, ensuring that the brand continues to meet the expectations of luxury travelers.

Continued Expansion with a Focus on Sustainability

These leadership changes come as Preferred Hotels & Resorts expands its Asia Pacific portfolio. Since the beginning of 2025, the brand has added four new member properties across the region: Amara Singapore, The Archipelago in Taiwan, Himalayas Hotel Shanghai, and Treasure Bay Fuxian Lake in Yuxi, China. This expansion reflects the growing demand for luxury hotels in emerging destinations in Asia.

The brand is committed to integrating sustainability into every aspect of its growth strategy. The continued success of the Beyond Green brand, which focuses on sustainable tourism, aligns with the company’s broader efforts to support the environment while offering exceptional travel experiences.

As Michelle Woodley, President of Preferred Travel Group, commented that there strategic appointments are part of our ongoing strategy to reinforce the brand’s position in the luxury travel and independent hospitality space across Asia Pacific. Her statement reflects the brand’s continued commitment to leadership and innovation in the luxury hotel market.

Key Regions of Focus for Future Growth

Looking ahead, the brand is focusing on expanding in regions like China, Bali, Vietnam, and Australia, where the demand for luxury travel and sustainable tourism is rapidly increasing. By strengthening its leadership team, Preferred Hotels & Resorts aims to continue expanding its portfolio while maintaining high standards of quality and sustainability.

Why It Matters for Travelers

The appointments of these seasoned leaders signal Preferred Hotels & Resorts’ long-term vision to become a key player in the Asia Pacific luxury travel market. For travelers, this means more access to world-class properties, including those that prioritize sustainability and environmental responsibility. As these new leaders work to bring their experience to the table, guests can expect to see an even more enhanced experience at properties across the region.

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