Ee Jin Lim began her career in hospitality almost 20 years ago. She moved quickly to serve as Director of Marketing Communications at the Mandarin Orchard, overseeing the launch of the hotel’s newly refurbished facilities including a series of new dining concepts.

In 2010, Ee Jin took on the task of refreshing the brand identity of the Meritus group. She has also held several senior-level roles at IHG Hotels & Resorts, providing regional marketing leadership across the portfolio of InterContinental, Hotel Indigo, Crowne Plaza, Holiday Inn and Holiday Inn Express resorts in Thailand, Vietnam, Bali, the Maldives, Mauritius, South Pacific and French Polynesia.

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Image: Ee Jin with Team at Oakwood Premier Melbourne Source: Ee Jin Lim

Having joined Oakwood in 2018, Ee Jin first served as Director of Marketing Communications for Oakwood’s Asia Pacific portfolio of over 40 properties, overseeing the branding, communications and digital marketing functions for the region. As Global Vice President, Marketing & Distribution at Oakwood, Ee Jin leads the global marketing and distribution strategy for the group across Asia Pacific and the United States.

THE HOTEL CONVERSATION spoke to Ee Jin about her career.

What was the most memorable part of your recent trip to Australia to celebrate the opening of Oakwood Premier Melbourne?

Oakwood Premier Melbourne is a property that holds a special place in my heart. I was first involved in discussions on the property back in 2019 with our property owners, during which we were looking at pictures of the construction phase. Stepping on-site three years on and seeing how this beautiful property has become a standout premier serviced apartment in the city was heartening. Beyond that, what made this trip most memorable was meeting with the people we have been working alongside virtually, face to face, after two years.

What does your role for Oakwood® entail, and what do you enjoy most about it?

I lead the global marketing and distribution strategy for the group, directing united efforts to establish Oakwood as the hospitality company of choice. Brand development has always been a passion of mine, and I love how at Oakwood, we have been able to work on establishing our brands in key markets and, of course, introduce new ones to our guests.

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Image taken while in Melbourne Source: Ee Jin Lim

What has been your proudest achievement since commencing your role for Oakwood?

It would have to be the launch of not one but three new brands – Oakwood Beluxs, The Unlimited Collection by Oakwood, and Oakwood Living - in just over a year and a half.

In a period where many hospitality brands were challenged by the circumstances that the recent situation gave rise to, the team at Oakwood not only maintained resilience in operations across its properties globally, but also went further to rise above, identify the needs of partners and owners, and launch new brand solutions, that sought to address the commercial demand.

Oakwood Beluxs was launched as part of a strategic alliance with Country Garden Commercial and Culture Tourism Group in China in August 2020. Co-developed to appeal to well-travelled citizens of the world, the partnership is expected to see a target of 100 new properties in China's top cities by 2030.

On the other hand, The Unlimited Collection by Oakwood is a soft brand that allows for the curation of independent properties that retain their unique positioning yet leverage Oakwood’s hospitality management expertise and distribution network. The very first soft brand to be launched in the serviced apartment sector, our first mover advantage helped us secure great interest from several independent property owners and the opportunity to craft unique stories for each of these charming properties.

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Image: Oakwood Melbourne Source: Oakwood

Rooted in good living, Oakwood Living is designed for residents who believe in the importance of living well and authentically, as a local, in a multifamily community where individuals share like-minded interests and beliefs. Located in select destinations both in the city and suburbs, Oakwood Living comprises a selection of living spaces that are predominantly unfurnished and thoughtfully designed, with the convenience of facilities and freedom to create a distinctly individual home.

I have always been a believer in creating impact in everything I do, and being able to develop a brand to help independent property owners strengthen and grow their businesses with Oakwood upped the ante of my achievements.

Oakwood has an extensive range of properties within APAC region; do you have a favourite property within the collection?

It is very hard to pinpoint a favourite property as each has its charm. If I had to choose one, I would say my favourite property is always the next one.

What activities do you like to do in your downtime?

Running! I'm a strong advocate of the saying, ‘the fruit of your own hard work is the sweetest’, and this is one aspect I see most evident in running. The harder you train, the better you run. I often parallel this to the effort we put into the work we do each day, both personally and professionally.

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Source: Ee Jin Lim

Throughout your career, you have travelled to many different places; what is your favourite travel destination?

Amidst my recent travel, I’d have to say my favourite would be Melbourne, Australia. Voted one of the most liveable cities, I love how the destination offers access to a diversity of experiences. The vibrant city is balanced by the great outdoors, the excellent culinary scene is intertwined with the quaintest cafes that reside along charming sidewalks, and it has the scent of some of the best coffee wafting through its streets.

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