Amber Asher is a strategic leader who transformed Standard International, the company behind the renowned lifestyle hotel brands The Standard Hotels and Bunkhouse Hotels – from a founder-led company to a global powerhouse. Under her leadership, the brands maintained their bold, creative, boundary-pushing identities while scaling globally throughout Europe, Asia, Latin America and Australia achieving incredible milestones including most recently both brands named in the top 10 of Travel + Leisure’s “World’s Best Awards.”
Asher served as CEO of Standard International from 2021 until the Company’s sale to Hyatt Corporation in late 2024, in a deal valued at up to $335 million. Prior to her CEO role, Ms. Asher served as President for 4 years, where she was instrumental in the strategic deployment of invested capital to catalyze the Company’s international expansion and organizational development transforming the Company into an award-winning global portfolio of brands.
Asher joined Standard in 2011 as General Counsel. During her tenure, the Company expanded from 4 U.S.-based Standard hotels to a portfolio of 24 properties worldwide across multiple brands with over 30 new hotels and 7 branded residences in the pipeline. Under her leadership, the Company’s top line revenue increased by 400% from 2019 to 2024 achieving profitability. Her tenure marked a period of dynamic growth and transformation for The Standard brand, The StandardX, Bunkhouse, The Manner and Peri hotel brands.
Asher joined Standard in 2011 as General Counsel, leading the sale of The Standard Brand from André Balazs, the purchase and integration of Bunkhouse Hotels, the sale of a majority stake of the Company to Sansiri PLC, a Thai public company, and the eventual sale to Hyatt Corporation in 2024. She oversaw all aspects of the business including business development, operations, design, marketing, corporate strategy and talent.
Amber previously held senior legal roles at Morgans Hotel Group and Latham & Watkins (Real Estate and Finance). She currently serves on the Boards of Lark Hotels, RaiseFashion, Independent Lodging Congress (ILC) and previously has served on the following Boards: Boutique Lifestyle Lodging Association (BLLA), American Hotel Lodging Association Foundation (AHLA), and Bunkhouse. Amber graduated from University of Michigan with a B.A. in Political Science and American University, Washington College of Law with a J.D.
Recognized among the 50 Most Important Women in Travel (Wonderlust), 100 Most Influential in Global Hospitality (IHI), and Skift’s Women Shaping the Future of Travel, Amber received the 2022 Independent Lodging Congress “Start Something Award.” She has been featured in publications including Forbes, Elle Magazine, Skift, Business Insider, HOTELS, and Condé Nast Traveler.
