MADRID, August 12, 2026 — Palladium Hotel Group has established a regional leadership platform in Southeast Asia with the appointment of Farah Jaber as Managing Director, Southeast Asia, marking the Spanish hotel group's first moves into the Asia Pacific region. Based in the region, Jaber will report directly to Palladium Hotel Group CEO Jesús Sobrino and oversee strategy, growth and operations across Southeast Asia.
The move gives Palladium a dedicated leadership structure for developing its presence in one of Asia's key hospitality markets. The group is positioning the regional operation around development, hotel operations and owner relations, with the new structure designed to support opportunities with owners and institutional partners as Palladium expands its international portfolio.
Jaber brings more than 15 years of senior leadership experience in Asia's luxury hospitality sector to the role. His career has included leadership of luxury resorts, multi-property clusters and country operations across Thailand, Vietnam and Malaysia. His experience also covers brand transformation, resort repositioning, hotel openings and strategic partnerships with hotel owners.
Before joining Palladium Hotel Group, Jaber held senior leadership roles with Minor Hotels and its brands, including Anantara and NH Collection. His previous experience also includes leadership positions with One&Only Resorts and Emaar Hospitality, with responsibilities spanning markets including Dubai, the Maldives and the Seychelles.
The appointment places regional strategy under an executive with experience across both operational and development-related areas of luxury hospitality. For Palladium, the role is linked directly to its strategy for building a presence in Southeast Asia while establishing relationships with owners and institutional partners across the market.
“Farah's appointment reflects our confidence in the long-term potential of Southeast Asia and our ambition to build a strong presence in the region,” said Jesús Sobrino, CEO of Palladium Hotel Group. He also highlighted Jaber's market knowledge, luxury hospitality background and experience working with owners and institutional partners as part of the appointment.
Palladium Hotel Group has developed over more than five decades from a Spanish hospitality company into an international hotel group operating more than 40 hotels across nine countries. Its portfolio includes BLESS Collection Hotels, The Unexpected Hotels, Only YOU Hotels, TRS Hotels and Grand Palladium Hotels & Resorts, alongside other brands within its wider portfolio.
The group's expansion into Asia forms part of its broader international development. Palladium operates more than 40 hotels and more than 13,000 rooms across Spain, Mexico, the Dominican Republic, Jamaica, Italy, Brazil, the United States, the United Arab Emirates and Vietnam. The group is owned by Grupo Empresas Matutes (GEM).
For its Asia expansion, Palladium is also building regional capabilities beyond the managing director position. The regional leadership team includes Phuong Dang, Development Manager for Asia Pacific, alongside hospitality executives Álvaro Moreno and Jacobo Priegue, who have been appointed as Group Operations Partners for Vietnam.
Dang is based in Vietnam and leads development activities across Asia Pacific. Her responsibilities include working with owners and institutional partners to identify and advance new opportunities throughout the region. Her professional experience covers hotel operations, finance, revenue management and development with international operators including Accor and Marriott International.
The development role provides Palladium with dedicated regional resources for assessing and progressing potential opportunities. By combining development responsibilities with direct engagement with owners and institutional partners, the group has established a structure intended to support the commercial side of its Asia Pacific expansion.
Vietnam also serves as a base for operational leadership within the regional team. Moreno brings experience in hotel openings, repositionings and operational transformations across Vietnam, while Priegue contributes expertise in executive management, commercial strategy, revenue optimisation and hospitality technology.
Priegue's background includes more than a decade of work with hotel owners and leadership teams across the Vietnamese market. Together with Moreno, his role supports the operational delivery of Palladium's growing portfolio and adds market-specific expertise to the group's regional structure.
Palladium's regional team therefore combines development, operations and owner relations capabilities under its Southeast Asia expansion strategy. The structure brings together executives with experience across hotel development, openings, repositioning, commercial strategy, revenue management and hospitality technology.
The group's move is focused on Southeast Asia, where Jaber described the market as having growing demand for distinctive luxury experiences, strong domestic travel and increasing international connectivity. Palladium's existing international operations in Europe and the Americas and Caribbean provide the foundation for its expansion into Asia, with the group seeking to bring its operational expertise and hospitality know-how into the region.
Jaber said the expansion is intended to strengthen the international recognition of Palladium's brands while creating a value proposition for owners, partners and guests across the region. The company's regional leadership structure is being established alongside its development activities, creating dedicated resources for pursuing opportunities and managing operations in Southeast Asia.
Palladium's portfolio includes eight hotel brands: TRS Hotels, Grand Palladium Hotels & Resorts, Palladium Hotels, Ushuaïa Ibiza Beach Hotel, The Unexpected Hotels, Only YOU Hotels, BLESS Collection Hotels and the Hard Rock Hotels brand under license. Its licensed Hard Rock Hotels operations include two hotels in Tenerife and Marbella.
As the company establishes its Asia Pacific platform, its regional organisation brings together leadership experience from international hotel operators and hospitality markets. Jaber will lead the overall Southeast Asia strategy, growth and operations, while Dang focuses on development and Moreno and Priegue support operational activities in Vietnam.
The move gives Palladium a dedicated leadership structure for developing its presence in one of Asia's key hospitality markets. The group is positioning the regional operation around development, hotel operations and owner relations, with the new structure designed to support opportunities with owners and institutional partners as Palladium expands its international portfolio.
Jaber brings more than 15 years of senior leadership experience in Asia's luxury hospitality sector to the role. His career has included leadership of luxury resorts, multi-property clusters and country operations across Thailand, Vietnam and Malaysia. His experience also covers brand transformation, resort repositioning, hotel openings and strategic partnerships with hotel owners.
Before joining Palladium Hotel Group, Jaber held senior leadership roles with Minor Hotels and its brands, including Anantara and NH Collection. His previous experience also includes leadership positions with One&Only Resorts and Emaar Hospitality, with responsibilities spanning markets including Dubai, the Maldives and the Seychelles.
The appointment places regional strategy under an executive with experience across both operational and development-related areas of luxury hospitality. For Palladium, the role is linked directly to its strategy for building a presence in Southeast Asia while establishing relationships with owners and institutional partners across the market.
“Farah's appointment reflects our confidence in the long-term potential of Southeast Asia and our ambition to build a strong presence in the region,” said Jesús Sobrino, CEO of Palladium Hotel Group. He also highlighted Jaber's market knowledge, luxury hospitality background and experience working with owners and institutional partners as part of the appointment.
Palladium Hotel Group has developed over more than five decades from a Spanish hospitality company into an international hotel group operating more than 40 hotels across nine countries. Its portfolio includes BLESS Collection Hotels, The Unexpected Hotels, Only YOU Hotels, TRS Hotels and Grand Palladium Hotels & Resorts, alongside other brands within its wider portfolio.
The group's expansion into Asia forms part of its broader international development. Palladium operates more than 40 hotels and more than 13,000 rooms across Spain, Mexico, the Dominican Republic, Jamaica, Italy, Brazil, the United States, the United Arab Emirates and Vietnam. The group is owned by Grupo Empresas Matutes (GEM).
For its Asia expansion, Palladium is also building regional capabilities beyond the managing director position. The regional leadership team includes Phuong Dang, Development Manager for Asia Pacific, alongside hospitality executives Álvaro Moreno and Jacobo Priegue, who have been appointed as Group Operations Partners for Vietnam.
Dang is based in Vietnam and leads development activities across Asia Pacific. Her responsibilities include working with owners and institutional partners to identify and advance new opportunities throughout the region. Her professional experience covers hotel operations, finance, revenue management and development with international operators including Accor and Marriott International.
The development role provides Palladium with dedicated regional resources for assessing and progressing potential opportunities. By combining development responsibilities with direct engagement with owners and institutional partners, the group has established a structure intended to support the commercial side of its Asia Pacific expansion.
Vietnam also serves as a base for operational leadership within the regional team. Moreno brings experience in hotel openings, repositionings and operational transformations across Vietnam, while Priegue contributes expertise in executive management, commercial strategy, revenue optimisation and hospitality technology.
Priegue's background includes more than a decade of work with hotel owners and leadership teams across the Vietnamese market. Together with Moreno, his role supports the operational delivery of Palladium's growing portfolio and adds market-specific expertise to the group's regional structure.
Palladium's regional team therefore combines development, operations and owner relations capabilities under its Southeast Asia expansion strategy. The structure brings together executives with experience across hotel development, openings, repositioning, commercial strategy, revenue management and hospitality technology.
The group's move is focused on Southeast Asia, where Jaber described the market as having growing demand for distinctive luxury experiences, strong domestic travel and increasing international connectivity. Palladium's existing international operations in Europe and the Americas and Caribbean provide the foundation for its expansion into Asia, with the group seeking to bring its operational expertise and hospitality know-how into the region.
Jaber said the expansion is intended to strengthen the international recognition of Palladium's brands while creating a value proposition for owners, partners and guests across the region. The company's regional leadership structure is being established alongside its development activities, creating dedicated resources for pursuing opportunities and managing operations in Southeast Asia.
Palladium's portfolio includes eight hotel brands: TRS Hotels, Grand Palladium Hotels & Resorts, Palladium Hotels, Ushuaïa Ibiza Beach Hotel, The Unexpected Hotels, Only YOU Hotels, BLESS Collection Hotels and the Hard Rock Hotels brand under license. Its licensed Hard Rock Hotels operations include two hotels in Tenerife and Marbella.
As the company establishes its Asia Pacific platform, its regional organisation brings together leadership experience from international hotel operators and hospitality markets. Jaber will lead the overall Southeast Asia strategy, growth and operations, while Dang focuses on development and Moreno and Priegue support operational activities in Vietnam.
