During that time the company has established itself as the leading brand management consultancy in Asia focused entirely on the hospitality, travel and leisure industry.
The company aligns brand strategy with organisational development and the entirety of the guest experience, while its newly formed creative division focuses on how the brand is expressed through design and communication.
James has worked with several of Asia’s largest hotel groups as well as many start-ups across the region.
Based in Hong Kong his work takes him to all corners of Asia and beyond.
Current projects cover South Korea, China, The Philippines, Thailand, Malaysia, Indonesia, Russia and East Africa, as well as Hong Kong.
His business passion is shifting the view of brands within the hospitality industry from a focus on the ‘packaging’ of an organisation to one where brands become the central and unifying driver of organisational purpose and financial success.
He is a regular speaker at regional conferences, an active writer for regional newspapers and hospitality journals and has lectured to several regional universities on the subject of brand-centered management.
He recently published his first book, Hotel Brand Bites.