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Leading international accommodation owner-operator Ascott has appointed Pekka Hirvi as Director of Business Development for the Middle East, Africa and Turkey (MEAT).
Business development will remain a focus for the world-renowned serviced apartment brand as the group pursues its regional target of adding 5,500 apartments in the MEAT area by 2025.
Hirvi brings a wealth of experience and expertise to his new role as Business Development Director and will be responsible for expanding Ascott’s presence in MEAT by focusing on key source markets including the UAE and Saudi Arabia.
Additionally, in his role, a key focus will be building Ascott’s regional portfolio in new potential markets such as Egypt and Kuwait. Hirvi will also launch Lyf, the iconic co-living lifestyle brand, as Ascott expands its presence with its global flagship brands Ascott Apartments, Somerset and Citadines; The Crest Collection, a bespoke heritage brand; and Oakwood, the pioneer of the serviced apartment concept; among other brands.
Vincent Miccolis, Managing Director, Ascott Limited Middle East, Africa, Turkey and India, said: “We are delighted to welcome Hirvi to the Ascott Middle East leadership team. His extensive experience in business development and franchise growth will further drive our Regional expansion goals. As the tourism industry in the GCC continues to boom, we are committed to providing owners and guests with a series of dynamic products and services to meet different travel needs.”
Hirvi has over 15 years experience in the hospitality industry, having overseen over 50 hotel management and franchising agreements in the MEAT region. Hirvi also led Ascott’s global franchise and growth strategy, expanding the group’s global footprint through partnerships, identifying potential new markets and developing new franchises at Ascott’s Singapore headquarters.
With comprehensive experience and knowledge of the MEAT region, Hirvi has worked with renowned brands such as Jumeirah Hotels & Resorts, Accor before joining Ascott Limited. The new appointment is in line with Ascott’s vision to capitalize on the growing demand for high-quality accommodation and strengthen its position as the leading international provider of serviced apartments in the Middle East, Africa and Turkey.
Hirvi commented: “Ascott Limited is an outstanding company in the region and globally. This is an exciting time for the group and I am delighted to be part of the Ascott Middle East family. I look forward to A productive tenure and a commitment to identifying new growth opportunities to strengthen Ascott’s position as the region’s leading hotel brand.” – trade arab news agency
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