Hilton names new SVP of brand management for APAC

Hilton has appointed Tal Shefer (pictured) as senior vice president of brand management for Asia Pacific, as the hospitality group looks to strengthen its brand presence across the region.

In his new role, Shefer will lead brand strategy and drive growth across Hilton’s portfolio in Asia Pacific, including its luxury and lifestyle segment. The company plans to expand its portfolio of over 160 trading luxury and lifestyle properties by 50% to more than 250 in the coming years.

A graduate of Hilton’s Elevator programme, Shefer has spent more than two decades with the company, progressing through multiple leadership roles across Europe, the Middle East and Africa (EMEA).

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Before taking on his current position, Shefer was vice president of brand operations for EMEA, where he oversaw managed and franchised hotel openings and transitions. He also established the region’s hotel openings framework and led Hilton’s onboarding of more than 500 Small Luxury Hotels of the World (SLH) properties globally.

The appointment underscores Hilton’s focus on strengthening its brand footprint and operational excellence across key markets in Asia Pacific.

“Asia Pacific is a key engine of growth for Hilton, and Shefer's appointment is pivotal in ensuring we deliver on our ambitious brand-led strategy in the region,” said Alan Watts, president, Asia Pacific, Hilton.

He added, “With his deep operational expertise and track record of delivering high performance, I’m confident that Shefer will play an instrumental role in accelerating our brand expansion and ensuring that we continue to meet the evolving needs of our owners and guests.”

Speaking on his new role, Shefer said, "I’m honored to take on this role at such an exciting time for Hilton in Asia Pacific. The region presents tremendous potential, from the growing momentum in the luxury and lifestyle segment, to the consistent demand that we’ve seen across our focused service brands. I look forward to working alongside our teams and partners to continue strengthening Hilton’s brand portfolio, enhance guest experiences, and create long-term value for owners across these dynamic markets.”

The move comes as Hilton continues to build brand affinity in the region. In June, the hotel group launched the latest chapter of its “It matters where you stay” campaign featuring Bollywood star Deepika Padukone.

Shot in the actor’s hometown, the 60-second film highlights the human moments that make a hotel stay meaningful, portraying Padukone balancing high-pressure commitments with personal downtime. Small gestures such as a well-timed cup of coffee or a comforting, thoughtfully designed room underscore Hilton’s take on hospitality that anticipates a guest’s needs.

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