A 120-bed beachside social resort in Asia had strong potential but was underperforming financially and operationally. Competitors were engaged in a destructive price war, driving market rates below breakeven. The main ask was to execute a full-scale transformation to stabilize the asset and achieve sustainable market dominance.

The task was to assume executive leadership and P&L control to halt the decline and reposition the product. This required a fundamental overhaul of the customer journey, operational systems, and pricing strategy to justify a significant price correction and expand gross margins.

I executed a systemic transformation built on deep diagnostics. Actions included: transitioning the property from paper-based to custom digital operating systems ; implementing a new 24-hour staffing model that expanded service and lowered labor costs ; and leading a radical redesign of the property layout, demolishing the pool bar to create three high-energy, interconnected zones. I also executed a bold pricing strategy, raising the ADR to target a higher-value, less price-sensitive guest segment.

The transformation delivered outsized results in P&L metrics:

• Increased ADR by 40% while sustaining 2-4x competitor occupancy.
• Expanded F&B gross margins from 15% to 50%.
• Achieved market dominance, with the bar often attracting more guests than all competitors combined during off-peak periods.
• Transformed the property into the undisputed leader in its niche.

• Business transformation
• customer experience strategy

• Organisational Agility & Effectiveness
• Process Effectiveness & Automation
• Digital Enablement

• Hospitality and Leisure