The Ascott Limited (Ascott), a leading international lodging owner-operator, has appointed Pekka Hirvi as Director of Business Development for the Middle East, Africa and Türkiye (MEAT).

As the group pursues its regional target of an additional 5,500 units in the MEAT region by 2025, business development will remain a key focus for the world-renowned serviced residence brand.

Hirvi brings with him a wealth of experience and expertise in his new role as Director of Business Development, and will be responsible for expanding Ascott’s presence in MEAT by focusing on the major source markets that include the UAE and KSA.

Also, in his role, a key focus will be to build up Ascott’s regional portfolio in new prospective markets such as Egypt and  Kuwait. Along with growing Ascott’s presence with its global flagship brands, Ascott The Residence, Somerset and Citadines, Hirvi will also be introducing the iconic co-living lifestyle brand, Lyf; the bespoke heritage brand, The Crest Collection; and the pioneer of the serviced apartments concept, Oakwood; amongst other brands.

Vincent Miccolis, Managing Director for Middle East, Africa, Türkiye and India at The Ascott Limited 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 boost our regional expansion goals. As tourism continues to boom in the GCC, we are committed to providing our owners and guests with a range of dynamic offerings and services that cater to different travel needs.”

With over 15 years of experience in the hospitality industry, Hirvi has overseen over 50 hotel management and franchise agreements in the MEAT region. Hirvi has also spearheaded Ascott’s global franchise and development strategies, expanding the Group’s global footprint through partnerships, identifying potential new markets, and developing new franchise businesses at Ascott Singapore Head Quarters.

With comprehensive experience and knowledge of the MEAT region, prior to joining The Ascott Limited, Hirvi has worked with renowned brands including Jumeirah Hotels & Resorts, Accor and more. The new appointment aligns with Ascott’s vision to capitalise on the growing demand for high-quality accommodation and cement its position as the leading international provider of serviced residences across the Middle East, Africa and Türkiye.

Hirvi commented: “The Ascott Limited is a prominently distinguished company both in the region and globally. This is an exciting time for the Group and I am thrilled to be part of the Ascott Middle East family. I look forward to a productive tenure and aim to work towards identifying new opportunities for growth that will solidify Ascott’s position as the leading hospitality brand in the region.”- TradeArabia News Service