Design Hotels has appointed Aik Wee Ong as Senior Director, Asia Pacific, marking a significant homecoming for the hospitality executive who spent more than a decade shaping the brand’s regional presence before departing in 2020.
Ong rejoins the Berlin-headquartered company as part of its Senior Leadership Team, bringing what Managing Director Stijn Oyen describes as “a rare combination of commercial acumen, a refined design eye, and deep regional understanding.” In his new role, Ong will oversee Design Hotels’ operations across the Asia Pacific region, leading the regional team and building on the relationships he helped cultivate during his earlier tenure.
The appointment comes at a strategically important moment for the brand. In 2025, Asia Pacific accounted for a record 28 per cent of Design Hotels’ global portfolio growth – a first in the company’s history. The brand added more than 14 properties across the region spanning six countries: Japan, Thailand, Malaysia, Indonesia, China and India. Notable additions included The ArcadiaPlace at Lugu Lake in China’s Sichuan province, Public House in Bangkok, Yoruya in Japan’s Kurashiki and ELSE Kuala Lumpur.
Since leaving Design Hotels in 2020, Ong held leadership roles at ID21, a Singapore-based award-winning commercial interior design and build firm established in 1996. At ID21, he served as Deputy Managing Director and Director of Strategic Initiatives, overseeing projects that blended hospitality-inspired design with strategic functionality for clients across Asia. This experience at the intersection of design, brand strategy and spatial storytelling aligns closely with the ethos that underpins the Design Hotels portfolio.
Founded in 1993 by Claus Sendlinger, Design Hotels represents and markets a curated selection of more than 300 independently owned and operated hotels across over 60 countries. Unlike traditional hotel companies, the brand does not operate or manage its member properties. Instead, it functions as a strategic partner – offering services spanning public relations, sales representation, digital marketing, web design, content creation and trend consultancy to help independent hoteliers reach a global audience while preserving their distinctive identity.
The company became a wholly owned subsidiary of Marriott International in 2021, following a series of ownership transitions that began when Starwood Hotels & Resorts acquired a majority stake in 2011. The integration with Marriott’s ecosystem has provided member hotels with access to the Marriott Bonvoy loyalty programme – which counts more than 200 million members – while maintaining the curatorial independence and boutique spirit that define the brand. As of 2025, more than 190 member properties participate in the Marriott Bonvoy programme.
Ong’s return also coincides with a period of renewed leadership momentum at Design Hotels. Stijn Oyen was appointed Managing Director in early 2024, bringing over 20 years of experience with brands including W Hotels, St. Regis and Relais & Châteaux. Under his leadership, the company signed 29 new hotels in 2024 – representing approximately 10 per cent portfolio growth – while maintaining a highly selective acceptance rate of just four per cent from hundreds of annual applications. Sarah Doyle serves as Deputy Managing Director and VP, Global Brand Leader, with a particular focus on expanding the portfolio in the Americas and Asia Pacific regions.
The brand’s growth strategy in Asia Pacific reflects broader industry trends. The region continues to attract significant international hospitality investment, driven by surging inbound tourism across Japan, Southeast Asia and India. For Design Hotels, the opportunity lies in connecting discerning travellers with independent properties that offer design-led, culturally immersive experiences – a segment that is growing rapidly as consumer preferences shift towards authenticity and purpose-driven travel.
With Ong’s deep institutional knowledge and regional networks now back within the fold, Design Hotels is well positioned to deepen its engagement with existing member hotels and attract new properties across one of hospitality’s most dynamic growth markets.
