Alice Tjia

Alice is determined, resilient and gets things done. She brings calm and structure to complex situations, earns trust quickly and is as comfortable in the boardroom as on the hotel floor. When things need to change, she makes it happen.

With more than 15 years of experience across hospitality and commercial consulting, Alice helps owners, developers, management companies and hotel brands build long-term value through robust commercial strategies, successful openings and well-managed change projects. She combines strategic leadership with hands-on execution, drawing on Lean Six Sigma and Agile methodologies to streamline operations, empower teams and embed lasting improvements.

Alice began her hospitality career in Asia, working with IHG in Shanghai and Mandarin Oriental in Hong Kong, before building her MICE expertise across several Hilton properties in the Netherlands. Since then, she has led the pre-opening commercial build of De Plesman Hotel in The Hague, provided interim sales leadership for The Fine Hotels and Suites Collection, and supported commercial transformation at Postillion Hotels and Choice Hotels EMEA. Whether designing a revenue management framework from scratch, rolling out a new sales system across European hotel teams or leading an international sales mission, she brings the same sharp thinking and steady hand to every project.