As the global hospitality sector evolves with technology, entertainment, and travel merging, few executives are driving change like Tan Bee Leng. As the Chief Commercial Officer of The Ascott Limited, she has led the company’s expansion to over 990 properties and 170,000 units in more than 230 cities worldwide.
Tan Bee Leng’s leadership has helped Ascott become a major player in corporate lodging, while also exploring new opportunities in the tourism and leisure markets. A key moment in this expansion came in 2024 when Ascott formed a global partnership with Chelsea Football Club. This deal not only made Ascott Chelsea’s Official Global Hotels Partner but also provided exclusive guest experiences for Ascott Star Rewards (ASR) members. It led to the opening of two hotels at Stamford Bridge, rebranded as Lyf Stamford Bridge London. This collaboration significantly increased ASR’s revenue and membership sign-ups by 50%.
Under her guidance, Ascott adopted a flexible business model that allows properties to switch between short-term and extended stays. This strategy has allowed Ascott to grow rapidly without the need for expensive new builds. The company’s Citadines brand, now with over 200 locations globally, has particularly benefited. A key part of the Citadines experience is the ‘For the Love of Coffee’ program, which offers business travelers a chance to experience local coffee cultures, further enhancing the brand’s connection to each city. Ascott has also expanded into the luxury boutique market with brands like The Crest Collection and The Unlimited Collection, which offer owners of unique properties access to Ascott’s global network. These brands have recently opened in Jakarta, Singapore, and Penang, with plans for further expansion in cities such as London, Paris, and Bucharest.
Tan Bee Leng’s vision goes beyond physical properties. She has championed the development of Cubby, an AI-powered chatbot that handles over 170,000 customer interactions annually, revolutionizing digital engagement in hospitality. She also supported the launch of Liveful, a platform addressing grief support, meeting the needs of aging populations in Asia. Additionally, she introduced Rae, a virtual AI influencer who has starred in campaigns for major brands like Gucci and Audi, helping Ascott reach younger, tech-savvy consumers.
A strong advocate for diversity, equity, and inclusion, Tan Bee Leng has made these values a core part of Ascott’s culture. More than half of Ascott’s workforce are women, reflecting her dedication to fostering female leadership. She also established the Ascott Global Academy for Excellence, a leadership development program aimed at nurturing future hospitality leaders. Her work extends beyond the company, with initiatives like her involvement in the Singapore Council of Women’s Organisations, where she sees hospitality as a tool for broader societal change.
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