Adeline Phua

Managing lyf Partner and Vice President, Business Development, The Ascott Limited

Adeline Phua is Managing lyf Partner at The Ascott Limited (Ascott). She also helms a dual role as Vice President for Business Development at Ascott.

In her role as Managing lyf Partner, Ms Phua champions the development and growth of the lyf (pronounced ‘life’) brand, an experience-led social living concept designed for the next-generation traveller to ‘live your freedom’. As overall guardian of the brand, Ms Phua leads the strategic growth of the lyf brand globally. She spearheads brand development and management, collaborations and partnerships for lyf, and drives commercial and operational excellence of the properties.

Supporting a brand that is built on a foundation of inspired experiences delivered by a motivated team of multi-hyphenates, Ms Phua also helms talent management as she seeks to further cultivate its standout brand culture. Her official title of ‘Managing lyf Partner’ aligns with the reinventive nature of the brand, where the lyf crew comprises roles such as lyf Guards who are guest service managers, and the effervescent Ambassadors of Buzz who are the creative minds (and hands) in translating lyf’s core values into social experiences for guests and the community.

Ms Phua’s global experience in hospitality development, strategy, planning, investment and asset management spans close to 20 years, across China, Asia Pacific, Europe and the USA. Over her career, she has managed portfolio deal opportunities with strategic partners, introduced and scaled growth initiatives across regions, and facilitated cross-border real estate deals. With a vision for innovation coupled with an entrepreneurial spirit, Ms Phua has also helmed personal business ventures, providing advisory services to the hospitality development sector. Prior to joining Ascott, Ms Phua held several senior roles in development, strategy, investment, asset management and consulting with Starwood Hotels & Resorts, IHG Hotels & Resorts, and HVS, amongst others.

Adeline graduated with a Bachelor of International Hospitality Management from Ecole hôtelière de Lausanne (EHL) in Switzerland and holds a Master of Science in Real Estate from National University of Singapore.