Richard Beh is the New Vice President Commercial – Asia at Minor Hotels

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Minor Hotels has announced the appointment of Richard Beh as Vice President Commercial – Asia, where he will play a pivotal role in shaping the company’s commercial strategy across the region. Reporting directly to Puneet Dhawan, Head of Asia, and Ian Di Tullio, Chief Commercial Officer, Beh will be based at the company’s headquarters in Bangkok, Thailand. His extensive experience in the hospitality industry and global travel services positions him to lead Minor Hotels’ commercial initiatives effectively.

A Strategic Leader with Global Experience

Richard Beh joins Minor Hotels from Trip.com, where he served as Global Vice President, Hotel Chains. In this role, Beh was instrumental in driving global partnerships and business strategies for one of the world’s largest online travel agencies. His tenure at Trip.com equipped him with a deep understanding of the digital landscape and the intricacies of the global hotel industry, skills that will be invaluable in his new role at Minor Hotels.

Leading Commercial Strategy Across Asia

In his new capacity at Minor Hotels, Beh will be responsible for spearheading the overall regional strategy, with a focus on sales, marketing, e-commerce, revenue management, and distribution. His holistic approach will encompass all of Minor Hotels’ prestigious brands in Asia, including Anantara, Avani, Oaks, Tivoli, NH, and NH Collection.

Beh’s responsibilities extend beyond strategy development; he will also provide strategic guidance to hotel sales and marketing leaders across the region. Additionally, he will collaborate closely with the Global Sales Organization to maximize business performance and ensure that Minor Hotels’ properties continue to thrive in an increasingly competitive market.

A Distinguished Career in Hospitality

Beh’s career trajectory is marked by significant achievements in the hospitality industry. He began his career with Marriott International, where his expertise in sales and marketing quickly led to his appointment as Director of Sales & Marketing at the Renaissance Melaka Hotel in 2006. His success in this role paved the way for his promotion to Area Director of Sales & Marketing (China) for The Ritz-Carlton in 2014.

Following his tenure at Marriott, Beh joined the Shangri-La Group as Vice President of Sales and Distribution. In this role, he leveraged his luxury hotel background to elevate revenue generation strategies and enhance customer experiences across the group’s upscale properties.

A Vision for the Future

As a Malaysian national fluent in five languages, Beh brings a multicultural perspective to his new role at Minor Hotels. His academic background, including a bachelor’s degree in marketing from Sunway University and a master’s degree in business administration from HELP University, both in Malaysia, further complements his extensive industry experience.

With Richard Beh’s appointment, Minor Hotels is poised to strengthen its commercial operations across Asia, driving growth and ensuring the continued success of its diverse portfolio of brands.