Hilton has announced the appointment of Taj Shefer as senior vice president of brand management, Asia Pacific.
Shefer oversees Hilton’s brand strategy in APAC, including its push into the luxury and lifestyle segments, where it aims to expand its portfolio of 160 trading properties by 50% in the coming years.
He was most recently Hilton’s vice president, brand operations, EMEA. In his role, he managed and franchised hotel openings and transitions, as well as spearheaded the launch of properties across multiple brands and markets.
With over 20 years of experience in hotel management and brand operations, Shefer began his career as part of Hilton’s Elevator graduate programme, before rising through successive leadership roles in EMEA before assuming his current Asia Pacific remit.
In his time at Hilton, he has established a hotel openings structure, led brand performance support and owner experience & engagement, as well as the successful onboarding of more than 450 Small Luxury Hotels of the World (SLH) properties globally.