About Thriveon Consulting

Reimagine & integrate commercial values

At ThriveOn Consulting, we help you reimagine and integrate commercial values for your hospitality and tourism needs. We work with hotels and resorts as well as tourism bureaus to enhance their brand value through advisory and implementation strategies.

Led by founder and consultant Coreen Cheah who has been in the hospitality business for more than 29 years, together with a team of expert consultants from across Southeast Asia, China and Europe are ready to help you overcome complex hospitality and tourism challenges with our industry-specific approaches to deliver significant business results.

From ideation to creation, ThriveOn Consulting (M) Sdn Bhd believes that the future is about creating innovation and excitement in the hospitality and tourism sector. While we usually work on corporate hospitality projects such as resorts and hotels, it’s not always about the financials. If you have an interesting business idea that is based on sustainable tourism and community-building (for instance, empowering women), we would love to hear from you too.

We firmly believe that every problem or challenge has a solution. And you don’t need to solve problems on your own.

Get creative and tap into our far-reaching experience in commercial and regional sales, marketing communications, revenue management, strategy, turnaround, brand-building and more. Work with us and gain professional advice and execution strategies and programmes that you need for your business growth.

Our ThriveOn team understands the diverse business, cultural environment and team’s background within organizations to orchestrate successfully, a healthy collaboration and effectiveness to bring your team to be stronger together.

Let’s explore and transform your hospitality business from the inside out.

Contact us for a complimentary 30-minute consultation to find out what’s possible for your business.

Our Team

coreen cheah tourism consultant

Coreen Cheah

Founder & Consultant, Malaysia

Coreen is the founder and consultant of ThriveOn Consulting as well as a sales and marketing specialist with more than 29 years of experience and expertise in the hospitality and tourism industry across Southeast Asia – Malaysia, Brunei, Indonesia and 7 key cities in China including Hong Kong.

Coreen was the Vice President Sales and Marketing, Asia for Kempinski Hotels S.A., a luxury European hospitality brand before establishing ThriveOn Consulting. And, she was with the InterContinental Hotels Group (IHG) for over 7 years leading in key roles as Head of Commercial Strategy and Head of Sales and Marketing Operations, overseeing a portfolio of 250 hotels and 6 brands over that period.

She uncovered a record of USD30 million in incremental revenue for its key China properties within a few months after takeover. She was also the first person in IHG to pioneer the complex Sales Transformation project in a corporate office with 500 colleagues. Prior to that, she has led her sub-regions to win 8 out of 15 awards for North China in 2011 and, 7 out of 15 awards for East China.

Having worked with some of the world’s best hotel companies such as Kempinski Hotels – Asia Regional Office, InterContinental Hotels Group (IHG) – Greater China Corporate Office, Shangri-la Hotels and Resorts, Marco Polo Hotels – Hong Kong cluster, The Regent, Millennium Hotel Group, Hilton International in Bali, Sheraton Grand, The Empire Hotel & Country Club in Brunei and more in various senior leadership roles in marketing and commercial sales since 1989, Coreen is well-known for her consistent delivery of significant business results.

Her experience spans every aspect of commercial and regional sales, marketing communications, public relations, e-commerce and revenue management hence, she understands what it takes to develop operational excellence and achieve revenue milestones.

Coreen is a firm believer in helping her clients strategically enhance their brand value, reimagining commercial potential and drive long-lasting profit. Some of her value deliverables include:

  • Leading, orchestrating and deploying business plans to drive profit
  • Designing and strategizing to enhance commercial landscape and gain, or regaining competitive edge in the market
  • Building, repositioning, developing or enhancing the value of your brand
  • Optimizing total revenue (from room revenue, food & beverage outlets, banquet & catering, retail space, adjacent apartments of hotel and customer-based memberships).
  • Engaging teams to build and drive business performance at existing, new, rebranded and pipeline hotels
  • Transforming sales and business through reshaping and rebuilding assets’ performance
  • Consulting on loyalty programme development
  • Engaging in digital marketing to drive market share

Coreen is also partnering with one of her consultant cum entrepreneur, making ThriveOn Consulting as ‘Master Franchise’ for the upcoming new hotel or Airbnb brands for chic, smart and eco-friendly properties to be developed in Southeast Asia, presenting hospitality and tourism business in the life and style of the new generation of travellers.

In her leisure time, Coreen is pursuing her new community interest in helping children in need, and taking time for her two favourite hobbies – photography and cooking.

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michael sengol hotel revenue consultant

Michael Sengol

Senior Consultant, Singapore 

Michael is a turnaround specialist focusing on revenue and strategy for the hospitality industry. His career spans over 40 years across renowned hotel groups in Europe, Australia, Guam, and the Asia Pacific region, particularly China where he spent more than 20 years pre-opening hotels, establishing hotel brands, and developing industry professionals.

He was the CEO of Meritus Hotels & Resorts, a hotel management company under the Hospitality Division of OUE Limited, a Singapore Exchange-listed property development company. Michael successfully doubled the profits of the brand’s flagship hotel, Mandarin Orchard Singapore, in less than a year although he was given two years to do so.

A multi-award hospitality veteran, he has worked with Millennium & Copthorne Hotels, InterContinental Hotels Group, Hilton International Hotels and Formosa International Hotels Corporation.

Besides spending time working with charities across China, India, Malaysia, the Philippines, and Singapore, he generously donates 90% of his earnings from consultancy projects to charitable causes.

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trudy moreno sales marketing consultant

Trudy Moreno

Senior Consultant, Australia

Trudy is an international sales and marketing professional with 30 years of experience leading sales for luxury hotels in Qatar, China, Indonesia, Malaysia and Singapore.

She is results-oriented yet diplomatic, making her an invaluable team leader in sales and marketing. As a respected leader in creative work where she conceptualizes and orchestrates marketing campaigns to reinforce and build brands, Trudy is armed with an array of strategies to capture market share from major competitors.

Her work ethics and results have earned high praise from those who have worked with her. She is able to cut through the complexity of sales and marketing and recommend incisive changes to drive profits.

She has had extensive experience in setting up sales and marketing training programmes, developing marketing partnerships with key partners, implementing sales and marketing procedures and restructuring sales and marketing. Her expertise covers corporate & leisure, meetings & events, revenue & reservations, marketing & communications and digital marketing.

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massimo gavina restaurant consultant

Massimo Gavina

Senior Consultant, Hong Kong PRC

Massimo specialises in consultancy work for bars, restaurants and fine dining establishments specifically in their planning, opening and improvement of existing operations. In the 25+ years that he has been in the industry, he has managed, owned and opened more than 30 restaurants globally.

His extensive knowledge of the front and back of the house in food service results in innovative restaurant concepts with high profit margins for restaurateurs. Restaurants he has managed or launched have won international awards and recognition including the prestigious Michelin award and mentioned in the Tatler dining guides.

Massimo is an invaluable consultant with a wealth of practical, hands-on knowledge honed over the years! He started off as a busboy in New York and worked his way to become the Group Executive Director in the hospitality industry before becoming an independent consultant.

As a food & beverage (F&B) hospitality professional, he has worked with famous restaurants in the US and Asia such as the celebrity favourite Da Silvano & Bice International (New York), Cafe Lotus (Bali and Singapore) and The Pawn & The Peak Lookout (Hong Kong). He has also worked on projects in Hong Kong PRC, China, Mongolia, Vietnam and Thailand.

He is fluent in Italian, English, Spanish and Indonesian and supports The Global Poverty Project and The Animal Legal Defense Fund.

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connie lee hotel consultant

Connie Lee

Consultant, China

Connie Lee has 20 years of experience in the hospitality industry in China, driving stellar business results for the hotels and resorts she works with.

Born and bred in China, Connie was the first Chinese national general manager of St Regis. Followed by breaking the 118th year European hospitality tradition of Kempinski SA by being appointed as their first Chinese national general manager.

When Connie was overseeing St Regis Lhasa, the hotel was awarded the Condé Nast Traveler Readers’ Choice Awards in 2013 which was a milestone as it was the only St Regis hotel in China that received the award. At the Kempinski Hotel Changsha, Connie oversaw the hotel operations and achieved high scores in its service consistency deliveries and improved the stretched GOR and GOP expectations of the owner and company.

With her years of experience in the industry and impeccable understanding of the Chinese market, Connie imparts valuable first-hand knowledge of China particularly of its people, having the ability to innovate or create unique features for owners of hotels, Airbnb and service apartments that will entice the new generation of travellers. She has recently turned entrepreneur and registered prominently in Shanghai which helped investors build chic, smart, eco-friendly, high-technology hotels while, in Southeast Asia, ThriveOn Consulting has been appointed as her hotel brands’ master franchise.

Being a new generation of ambitious lady leader, Connie has a Master degree in Hotel and Tourism Management, successfully written and co-published her own Chinese language novel, ‘Black Dress’ in 2016 about hoteliers’ life which won her 50,000 followers in Weibo and more than 230,000 fans on Douyin social media platform.

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yuliawati sukanta tourism consultant

Yulia Sukanta

Consultant, Indonesia

Yulia has been in the hospitality industry – specialising in Meetings, Incentive, Conference & Exhibition (MICE) since 1993 with her first 15 years of experience at the previously known, Bali Hilton International which has one of the most amazing destination characteristic.

In the speciality area of MICE, she uses her creativity and resourcefulness to create one-of-a-kind events. She has managed large scale and and high security events such as the 19th ASEAN Summit in Bali in 2011 hosted by the previous Indonesian president Susilo Bambang Yudhoyono and the 2007 United Nations Climate Change Conference.

In 2010, Yulia took over as the general manager of 3V Kerobokan, Bali where she rebranded their 12 villas as a health and wellness retreat, growing membership of the resort to over 600 members.

She has also worked closely with the Indonesian Government on the Leadership Islands project, an exclusive and by-invitation only island archipelago project consisting of 106 tiny islands in the Maluku Province. The pristine islands – made up of tropical rainforests, lagoons, beaches and coral reefs – are home to critically endangered marine life. Yulia was part of the team who marketed the project to foreign investors interested to develop and at the same time, preserve the islands.

Besides eco-tourism consultancy work, Yulia has a heart for her community. She recently created a refuge called Bali Mother and Baby House for abandoned women and children. She believes that women need to find an uplifting community to support them and help them envision better lives for their children.

Yulia is fluent in English and Bahasa Indonesia and a graduate of the Warmadewa University, Bali. She is married with one son.

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francesco sanna michelin consultant

Francesco Sanna

Chef & Consultant, China

Chef Francesco is a culinary expert with more than 20 years of experience. He specializes in creating mouth-watering international cuisines and he is also adept at growing any restaurant or hotel’s culinary excellence.

He has successfully hosted several successful Michelin events and have worked alongside Michelin chefs with much pleasure. He has also served many distinguished head of states from various countries.

He is a popular guest on Chinese cooking programmes on CCTV2, Beijing TV, Fox TV, Bon TV and more.

An Italian national, Chef Francesco is extremely passionate about his homeland cuisines and stays very active by participating in international culinary competitions from Beijing to Dubai, winning him many awards including the Yi Yin Gold Award, Allegria Italian Restaurant Quality Grana Padano Award, Golden Pillow Award to name some and also a distinguished Italian Quality Pizza Ambassador globally.

He has also worked with international hotel chains across India, Italy, Switzerland and China (Ritz-Carlton, St. Regis, Kempinski, Marriott, Sofitel) and inevitably has considerable experience in pre-opening operations, menu creation and design, culinary market research, food and ingredient costing, setting standard operating procedures and monitoring hygiene quality.

From business lunches to wine dinners, from buffet events to special festive menus and regional promotions, Chef Francesco is the consultant you need if you wish to raise your restaurant’s brand and culinary excellence.

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esther lee hotel consultant

Esther Lee

Consultant, Malaysia

Esther has 20 years of hospitality housekeeping experience having worked with the most renowned luxury hotel brands such as Shangri-La, Ritz-Carlton and The Peninsula Hong Kong spanning Singapore, China and her home country, Malaysia.

She has the ability to plan, set up structures and standard operating procedures for housekeeping, butler service, in-room mini bar, service floor pop-up convenience items, laundry services, florist at public areas and in-house usage, uniform and linen departments. She works best with housekeeping teams as a mentor and coach helping to fine-tune and nudging guest experience to greater heights.

Esther is the creator of the incentive programme – MyHomeMaker – enabling room attendants to take ownership in conducting self-inspection apart from creating room cleanliness and recognition programmes under one’s care.

She volunteers with SCAN (Society for Cancer Advocacy & Awareness Sarawak) which organises cancer awareness walks and talks to colleges and companies. She also founded a Residential Ladies Group in Kuching, Sarawak in 2018 that organises birthday and festive celebrations for autistic children and the elderly in old folks’ homes. In her spare time, she enjoys cooking, travelling and line dancing.

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Contact us for a complimentary 30-minute consultation to find out what’s possible for your business.