In his new capacity, Beh will report directly to Puneet Dhawan, Head of Asia, and Ian Di Tullio, Chief Commercial Officer, for Minor Hotels, and is based at the company headquarters in Bangkok, Thailand.
Before joining Minor Hotels, Beh served as Global Vice President, Hotel Chains at Trip.com, a multinational travel service conglomerate.
At Minor Hotels, Beh will spearhead the overall regional strategy, adopting a holistic approach to sales, marketing, e-commerce, revenue and distribution across all Minor Hotels brands in Asia, including Anantara, Avani, Oaks, Tivoli, NH and NH Collection.
His responsibilities extend to providing strategic guidance to hotel sales and marketing leaders, as well as collaborating with the Global Sales Organization to maximise business performance across Minor-operated properties.
Beh’s career trajectory took a pivotal turn in 2006 when he joined Marriott International as the Director of Sales & Marketing at Renaissance Melaka Hotel.
After quickly rising through the ranks, he became Area Director of Sales & Marketing (China) for The Ritz-Carlton in 2014.
In his next role, as Vice President of Sales and Distribution for the Shangri-La Group, he drew on his luxury background to elevate revenue generation strategies and enhance customer experiences across the group’s portfolio of upscale properties.
A Malaysian national, Richard Beh is fluent in five languages and holds a bachelor’s degree in marketing from Sunway University, as well as a master’s degree in business administration from HELP University, both in Malaysia.
