SALA Hospitality appoints two female senior executives - Insights

SALA Hospitality appoints two female senior executives


SALA Hospitality Group, the luxury beach resort and boutique hotel specialist, has announced the appointment of two senior female executives, as it moves to enhance its position as one of Asia’s leading beach resort and boutique hotel operators.

Benjaporn Magroodtong, a Thai national, has been named as the company’s new Group Director of Sales & Marketing, while Mrs. Farah Dhiba, who was born in Indonesia, has been appointed to the newly-created position of Group Director of Revenue Optimization.

Both of these young professionals will be based at SALA’s headquarters in Bangkok.

Benjaporn Magroodtong, or “Khun Pla” as she is better known, is no stranger to SALA Hospitality Group; she was previously the company’s Director of

Benjaporn Magroodton
Benjaporn Magroodton

Sales – a position she had held since July 2015. Her expertise has not gone unnoticed and she will now be able to take her skills to the next level. This forms part of the group’s policy of recognizing internal talent and recruiting from within.

With 20 years of experience with brands such as JW Marriott and Anantara, as well as a Master’s degree in Tourism & Hospitality Management, specializing in Marketing from Bournemouth University in the UK, Khun Pla is the perfect person to take SALA Hospitality Group forward. She will now be tasked with developing and executing sales and domestic marketing, branding and advertising.

Farah Dhiba is an up-and-coming hotelier with six years of impressive, high-level experience in the revenue management sector. Having graduated with

Farah Dhiba
Farah Dhiba

a Master’s degree in International Hospitality Management, specializing in Finance & Accounting from the BBI Brussels Business Institute in Belgium, she joined NH Hotel Group and quickly rose to become Revenue Manager for eight properties – six in Brussels and two in London. Following a spell with Rezidor Hotel Group, she then moved to Pentahotels where she became Regional Head of Revenue Management, based in Frankfurt.

With such an impressive CV and the ability to speak four languages, Farah was the obvious and ideal candidate for the new role of Group Director of Revenue Optimisation. Her unique know-how will now help SALA Hospitality Group to enhance the profitability of its entire portfolio.

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