MODERN Hospitality Management
PLAN ORGANIZE GROW
Thailand | Indonesia | Malaysia | Japan | Philippines
Who We Are
Forward thinking hospitality & mixed use asset management focused on measurable performance.
Expertise in hotels, branded residences, serviced apartments, & food & beverage. Based in Thailand with reach into Malaysia, Indonesia, the Philippines & Japan. We drive productivity and implement focused strategies to maximize long-term value.
Every hospitality asset holds unique potential; We apply our vision to unlock long-term value.
We start by understanding the property & the investor’s goals. Then we build a bespoke strategy that fits the asset, supports the owner, & responds to market realities. No templates, no one-size-fits-all playbooks only focused analysis & tailored solutions.
100 East Assets partners with owners to operate and optimise hotels through flexible third-party management, delivering stronger performance without surrendering asset control.
What We Do
Delivering strategic HOSPITALITY solutions that GENERATE success.
Our Strengths
Deep expertise across hotels, branded residences, serviced apartments, co living communities, co working spaces, food & beverage, and experience driven lifestyle assets.
Regional reach across Thailand, Indonesia, Malaysia, Japan, and the Philippines.
Built on financial discipline, market aligned insight, guest focus, and creative experience design to deliver today and evolve over time. Helps owners strengthen strategy, operations, & long term value.
What we believe
To create connected hospitality & living environments including boutique hotels, co living, & co working spaces within experience rich, community driven destinations.
We design tailored, experience driven strategies across operations, branding, and positioning to help each asset stand out and evolve with the market.
No generic playbooks or one size fits all models, only disciplined analysis, owner aligned stewardship, and bespoke solutions that elevate performance and asset value.
TECHNICAL SERVICES &
CONSTRUCTION OVERSIGHT
PRE OPENING
Systems, structure, leadership,
OE, brand setup
SALES
Rates, competitor analysis,
trade, corporate and group sales
OPERATIONS
Concept positioning, operational standards, capex partners
FINANCIAL CONTROL, ADMIN
Budgeting, audits, procurement reviews,
legal, HR
ONLINE DISTRIBUTION
OTA, channels, rate parity, distribution and allocation optimization
PRE OPENING &
OPERATIONAL READINESS
Design, PLANNING
Architectural, interior design, spatial optimization and planning
PUBLIC RELATIONS
Rates, competitor analysis,
trade, corporate and group sales
BRANDING, MARKETING
Brand positioning, redevelopment, advertising campaigns, events
FEASIBILITY, CONCEPT
Market research, feasibility review, concept evaluation, business plan
E-BUSINESS, Tech
Website, digital marketing, CRM, IT systems, network, security
Why WORK WITH Us
trusted partner committed to your success.
Leadership & Scale
150+ years combined experience overseeing 100+ hotels across Asia,
Middle East & the Americas.
Turnaround & Value Creation
USD 80M exit of Four Points by Sheraton Bangkok with EBITDA growth from 23% to 44%.
Pre Opening & Repositioning
30+ launches and major renovations, including InterCon Shenzhen, InterCon Bangkok, Hilton Seoul, and Fairmont Heliopolis.
Brand & Portfolio Expertise
Leadership across Starwood, Hilton, IHG, Fairmont, Oakwood, Banyan Tree & Marco Polo.
Financial & Investment Strength
Former MD at Merrill Lynch & J.P. Morgan with financing experience in 50+ countries.
Development & Regional Networks
Technical involvement in Park Hyatt Tokyo & Four Seasons Resort Bali at Jimbaran Bay with deep Southeast Asia developer relationships.
Our Stats
A snapshot of accomplishments.
The proven track record of our combined senior leadership experience…
150+ years
Combined Hospitality Experience
100+ Hotels
Managed
$30+ Openings
Successful hospitality launches
35+ Hotel Units
Repositioned
$80M
Exit turnaround
DISCOVER WHO WE WORK WITH
Valued Clients
Meet Our Team
Passionate professionals working together to make a difference.
Peter Lucas
Founder & CEO
35+ years hospitality across Asia Pacific and Latin America…
Brian Keegan
Co-Founder (Finance)
40+ years global investment banking…
Komson Sevatasai
Head of Sales
25+ years of senior hospitality leadership across Thailand’s leading luxury resort destinations…
Saurabh Upadhyay
Head of Marketing
18+ years of marketing leadership in Asia, with proven growth in bookings, MICE, digital & brand…
Rinyapat Rattanapaya
Head of Revenue Strategy
15+ years of revenue management and commercial leadership in Thailand…
Thaniya Kongrut
Admin Lead
Nearly a decade of administrative support experience across busy, multicultural work environments…
Martin Fluck
Japan Lead
40+ years in hospitality leadership across North Asia…
Brian Connelly
Philippines Lead
40+ years of hospitality leadership across Asia and the Middle East…
.