Women to Watch 2024: Bee Leng Tan, The Ascott and CapitaLand Investment

Bee Leng Tan

Chief commercial officer (The Ascott) and managing director, digital ventures (CapitaLand Investment)
The Ascott and CapitaLand Investment 
Singapore

Tan Bee Leng has been a driving force behind The Ascott’s global success, serving as chief commercial officer and managing director of digital ventures at CapitaLand Investment (CLI). With over five years of experience at Ascott and 17 at CapitaLand, Tan is celebrated for her strategic vision and transformative leadership. She oversees Ascott’s operations across 230 cities in 40 countries, managing global sales, revenue, branding, digital innovation, loyalty, PR and communications. With a dynamic 25-year career—from journalism to digital strategy—Tan is known for pushing boundaries as an “ideas machine” and pioneering initiatives that have elevated the brand’s commercial impact and digital influence worldwide.

Under Tan’s leadership, Ascott has flourished, driven by her inventive approach and a knack for high-impact partnerships. Her recent collaboration with Chelsea Football Club established Ascott as Chelsea’s official global hotels partner, a landmark move that includes a management contract for two stadium hotels at Stamford Bridge, now branded Lyf Stamford Bridge London. This bold partnership elevated Ascott’s brand visibility, while offering Ascott Star Rewards (ASR) members exclusive money-can’t-buy experiences. Her strategic direction propelled ASR’s room revenue to an unprecedented $342 million in 2023—a 63% year-on-year jump—and drove a 50% surge in membership sign-ups.

In her role as CLI’s managing director of digital ventures, Tan has led initiatives that intersect hospitality and technology. She launched Liveful, a digital platform addressing grief support services, backed by CapitaLand’s Innovation Fund, to serve Asia’s aging populations facing urban challenges posed by urbanisation and land scarcity. Her work with AI has also transformed Ascott’s customer experience through Cubby, one of hospitality’s first generative AI-powered chatbots, handling over 170,000 messages annually and seamlessly enhancing engagement. Tan’s forward-thinking vision also introduced Rae, a breakout AI-driven virtual influencer who has fronted campaigns for luxury brands like Gucci and Audi. 

Dedicated to diversity, equity, and inclusion, Tan champions female talent, with women comprising over half of Ascott’s workforce. She has been instrumental in launching the Ascott Global Academy for Excellence, a development initiative that supports leadership growth and mentorship. Tan’s advocacy also extends to the wider community, having forged partnerships with organisations like the Singapore Council of Women’s Organisations to support underprivileged women and children, underscoring her belief in hospitality as a force for positive social impact.

A respected industry thought leader, Tan’s expertise in branding and digital strategy has been showcased on global stages, including the Cannes Lions International Festival of Creativity. Beyond commercial success, Tan has used her expertise with AI to champion STEM education for young girls by introducing NFTs that promote female empowerment in tech fields. Through her innovative contributions, Tan continually raises the bar for digital engagement and social impact.