The Standard, a leading boutique hospitality brand, announced Oct. 12 the appointment of Amber Asher to CEO of Standard International, parent company of Standard Hotels, Bunkhouse, and Peri Hotels.

Asher succeeds Amar Lalvani in the role of CEO, in which he served for the past eight years. Lalvani has been promoted to executive chairman of the company. The two have worked side by side for over a decade at The Standard, transitioning it from a small founder-led brand to a global, multibrand lifestyle industry leader.

Asher, alongside Lalvani, has played a key role in building Standard International’s team, overseeing operations of the 17 properties within the portfolio and accelerating the global pipeline, all while navigating the challenges posed by COVID-19 to the hospitality sector and the company, according to a press release. In her new role as CEO, Asher will be responsible for overseeing all aspects of the business.

Asher started her work with The Standard nearly 10 years ago as executive vice president and general counsel. In 2013, she led the sale of a majority stake in the brand to Standard International, which was formed by Lalvani to make the acquisition and grow The Standard brand. Following the successful closing of that transaction, Asher became the executive vice president and general counsel of Standard International and went on to be promoted to president in 2017.

According to the press release, in addition to negotiating all the company’s contracts for new hotel developments and overseeing all legal matters, Asher has played a pivotal role in all corporate transactions, including the purchase of a majority stake in The Bunkhouse Group; the formation, launch, and venture capital funding of One Night; and the capitalization of the company by Sansiri.

Prior to joining The Standard in 2011, Asher served as the associate general counsel and senior vice president of Morgans Hotel Group where she oversaw all legal matters related to development, operations, intellectual property, employment, food and beverage, and financing. She began practicing law at Latham & Watkins LLP in 2001 in the Finance and Real Estate Department, where she focused on all aspects of commercial real estate law with a particular concentration in real estate finance, corporate transactions, leasing and hospitality.