PERSONALITIES
Standard ’ s Asher
MEETS HER MISSION
STANDARD INTERNATIONAL CEO HAS BEEN VERY BUSY OPENING HOTELS , GROWING A PIPELINE DURING A PANDEMIC AND MAKING SURE HER TEAM IS GETTING THE SUPPORT THEY DESERVE .
by JEFF WEINSTEIN , EDITOR IN CHIEF
Amber Asher is used to getting things done . Over the past 10 years , she served first as executive vice president and general counsel of The Standard , and since 2017 till last September , was president and general counsel of Standard International after leading the sale of a majority stake in the brand . She has negotiated all development contracts , handled the legal matters , played a pivotal role in 2015 acquisition of a majority stake in Austin , Texas-based The Bunkhouse Group , as well as the 2017 capitalization of the company by Bangkok-based developer Sansiri , which today is the majority stakeholder .
So , when she stepped into the role of CEO last September , replacing now executive chairman Amar Lalvani , Asher was incredibly well prepared to become the face of the brand – it ’ s something she is seemingly adapting to with ease . “ It ’ s been great ,” she says of the new role . “ I ’ ve been able to meet a lot of our developers , and not just in the dealnegotiation setting .”
Asher continues to work closely with Lalvani , who remains involved in key strategic projects , brand innovation initiatives and capital and developer relationships , and has hit the ground running in this new chapter of her career .
“ It ’ s been a whirlwind ,” she says , especially considering the growth curve the brand has been on – even during a pandemic , with teams being nimbler , creative and making big personal sacrifices to get properties open or ready for openings . The Standard , Hua Hin , the brand ’ s first resort in Thailand , opened last December with the new 155-room Bangkok flagship due this summer . It recently opened in Ibiza , as well , and has a series of 10 additional projects under development in markets ranging from Singapore , Melbourne and Lisbon , to Dublin , Brussels and Las Vegas . Standard International also launched branded residences in Miami and will do the same at its Lisbon property . Before the most recent openings , Standard had seven hotels in New York , Los Angeles , Miami , most recently London and the Maldives .
“ Bigger picture for us – it ’ s been global growth . That ’ s been our mission ,” Asher says , adding that she expects the group to double its 20-hotel footprint within five years . “ The financial market has been challenging and the pandemic still lingers . But I do feel for the most part that ’ s behind us .”
In fact , Standard International closed 12 hotel deals during COVID and opened seven . “ Small but mighty ,” Asher adds , both Bunkhouse and Standard brands were profitable in 2021 .
“ Sansiri commitment has been unwavering ,” Asher says . “ They have been huge proponents of our global
42 hotelsmag . com July / August 2022