Amber Asher is a strategic leader who transformed Standard International, the company behind The Standard Hotels and Bunkhouse Hotels, into a global powerhouse. As CEO (2021-2024) and President (2017-2021), she led the company’s international expansion and eventual sale to Hyatt Corporation in a deal valued up to $335 million in October 2024. During her tenure, the Company expanded from 4 U.S. -based Standard hotels to a portfolio of 24 award winning properties worldwide across multiple brands with over 30 new hotels in the pipeline. Under her leadership, she drove a 400% revenue increase. Her leadership maintained the brands’ bold, boundary-pushing identities while fostering an inclusive culture of innovation. Asher was instrumental in the strategic deployment of invested capital, leading international expansion and organizational development. Over her 13-year tenure, she navigated critical phases, including leading major corporate transactions and the company through the COVID-19 pandemic. She oversaw all aspects of the business, including operations, business development, capital transactions, design, brand, and more, transforming the company into an award-winning global portfolio.Before Standard International, Amber held key roles at Morgans Hotel Group and began her legal career at Latham & Watkins LLP, specializing in real estate, finance and hospitality transactions.Asher's industry influence extends to board service with Bunkhouse Board, BLLA, and AHLA Foundation. She has been widely recognized for her impact, including being named one of the 50 Most Important Women in Travel by Wonderlust and among the International Hospitality Institute’s 100 Most Influential People in Global Hospitality & Travel (2023), Hotel Management’s Most Influential Women in Hospitality and Skift’s Women Shaping Travel’s Future. In 2022, she received the Independent Lodging Congress’ ‘Start Something Award’ for her innovation in the hospitality industry. Asher has been featured in Forbes, Elle, Travel & Leisure, Business Traveler, The Points Guy and other leading publications.