Palladium Hotel Group has appointed Farah Jaber as Managing Director for Southeast Asia as the Spanish hospitality company establishes a regional headquarters in Ho Chi Minh City, Vietnam, to support its expansion across the region.
At a Glance
- Palladium Hotel Group appoints Farah Jaber as Managing Director for Southeast Asia.
- New regional headquarters will open in Ho Chi Minh City, Vietnam.
- Company confirms its first two Vietnamese hotels under the BLESS Collection Hotels brand.
- BLESS L’Alya Ninh Van Bay will debut in 2026 before a full brand conversion in 2027.
- BLESS Hanoi is scheduled to open in 2028.
- Vietnam will serve as the launch market for Palladium’s Southeast Asia growth strategy.
Vietnam Chosen as Regional Hub for Southeast Asia
Jaber will report directly to Chief Executive Officer Jesús Sobrino and oversee regional strategy, hotel operations and business growth. His appointment comes ahead of Palladium Hotel Group’s Southeast Asia debut with two BLESS Collection Hotels properties in Vietnam.
The company confirmed Vietnam will serve as its regional base, with the new Ho Chi Minh City office leading business development, hotel operations and stakeholder relations across Southeast Asia.
Jaber brings more than 15 years of leadership experience in Asia’s luxury hospitality sector. He previously held senior positions with Minor Hotels, including the Anantara and NH Collection brands, and has also worked with One&Only Resorts and Emaar Hospitality.
BLESS Hotels to Debut in Vietnam
Palladium Hotel Group’s first regional project is BLESS L’Alya Ninh Van Bay, where it will assume operational and commercial management of the existing Ninh Van Bay Hotel in July 2026 before completing its repositioning under the BLESS Collection Hotels brand by summer 2027.
The company will also open BLESS Hanoi in 2028, introducing the BLESS Collection Hotels brand to Vietnam’s capital.
Alongside Jaber, the Southeast Asia leadership team includes Phuong Dang as Development Manager for Asia-Pacific, while Álvaro Moreno and Jacobo Priegue have joined as Group Operations Partners for Vietnam.
Palladium Hotel Group said its regional strategy will focus on management partnerships with owners and developers while expanding its luxury, lifestyle and all-inclusive hotel portfolio across Southeast Asia.
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