The Standard has announced the appointment of Amber Asher to CEO of Standard International, parent company of Standard Hotels, Bunkhouse and Peri Hotels.

Asher succeeds Amar Lalvani in the role of CEO in which he served for the past eight years; Lalvani will stay on in a new capacity as Executive Chairman.

The pair have worked side by side for over a decade at The Standard successfully transitioning it from a small founder-led brand to a global, multi-brand lifestyle industry leader.

Alongside Lalvani, Asher has played a key role in building Standard International’s team, overseeing the operations of the 17 properties within the portfolio and accelerating the global pipeline, all while navigating the challenges posed by Covid-19 to the hospitality sector and the company.

As Executive Chairman, Lalvani will remain involved as an active Board member, as well as involved in key strategic projects around the world, brand innovation initiatives and global capital and developer relationships. Srettha Thavisin, CEO and President of Sansiri will remain Chairman of Standard International’s Board of Directors.

Asher joined The Standard approximately ten years ago as Executive Vice President and General Counsel. In 2013, she led the sale of a majority stake in the brand to Standard International, which was formed by Lalvani to make the acquisition and grow The Standard brand. Following the successful closing of that transaction, she became the Executive Vice President and General Counsel of Standard International and went on to be promoted to President in 2017. In addition to negotiating all the company’s contracts for new hotel developments and overseeing all legal matters, Asher has played a pivotal role in all corporate transactions including the purchase of a majority stake in The Bunkhouse Group, the formation, launch, and VC funding of One Night, and the capitalisation of the company by Sansiri.

Prior to joining The Standard in 2011, Asher served as the Associate General Counsel and Senior Vice President of Morgans Hotel Group where she oversaw all legal matters related to development, operations, intellectual property, employment, food and beverage, and financing. She began practicing law at Latham & Watkins LLP in 2001 in the Finance and Real Estate Department, where she focused on all aspects of commercial real estate law with a particular concentration in real estate finance, corporate transactions, leasing and hospitality.

The Standard, Hua Hin, the brand’s first resort in Thailand, will open December 2021, followed by The Standard, Bangkok Mahanakhon, the company’s highly anticipated Asia flagship, which will open in 2022. This month, the company announced The Standard, Ibiza, which is also slated to open in 2022. These three new properties will kick off a series of 10 additional landmark projects in highly coveted markets around the world, including Singapore, Melbourne, Lisbon, Dublin, Brussels and Las Vegas.

Identifying and cultivating talent, building and mentoring successful teams and innovating in the hospitality sector remain top priorities for Asher and The Standard brand, renowned for its distinctive approach to hospitality.

“I could not be more excited to transition the CEO role to Amber,” says former CEO, Amar Lalvani. “We have worked closely together for over a decade and she has been highly instrumental and effective at growing the company and overseeing our expanding global footprint and talented teams. I have the utmost confidence in her ability to lead the organisation into this exciting phase of global growth.”