Friedrich von Schönburg takes on dual operational responsibilities across Asia Pacific and globally
Vice President, Operations, APAC & Operations Excellence, Global — effective January 2027
Rosewood Hotel Group has announced the promotion of Friedrich von Schönburg, effective January 2027.
He will oversee the group’s operations across the Asia Pacific region while leading operational excellence initiatives worldwide.
This dual responsibility combines oversight of a major geographical region with a cross-functional mandate: supporting the standardisation and continuous improvement of operational practices across a growing international hotel portfolio.
Gaye Gibson to develop retail and partnerships as new growth drivers
Vice President, Retail and Partnerships, Global
Gaye Gibson joins Rosewood Hotel Group to lead its global retail, e-commerce and partnerships strategy.
Her responsibilities will include developing Rosewood experiences beyond the group’s hotels and resorts.
The appointment reflects an ambition to extend guest relationships beyond the hotel stay through products, collaborations and complementary commercial channels.
Sam Cooper to lead a group-wide approach to wellness
Vice President, Wellness, Global
Sam Cooper assumes global responsibility for wellness.
His remit will include supporting the evolution of the group’s wellness platform and its integration throughout the guest journey.
The objective therefore extends beyond traditional spa services: it is to establish wellness as a coherent component of the experience delivered across the group’s different brands and properties.
LTH Analysis | Luxury hospitality expands its cross-functional leadership capabilities
These three appointments highlight three complementary priorities in the organisational development of international hotel groups.
Operational excellence aims to maintain consistent execution standards across an expanding portfolio. Retail and partnerships offer opportunities to develop additional revenue streams and extend commercial relationships beyond the hotel stay. Meanwhile, wellness is increasingly becoming an integral element of the guest experience rather than a standalone department.
The common thread linking these appointments is the pursuit of a consistent global brand experience while preserving individual properties’ ability to adapt to their respective markets.
For Rosewood, the challenge will be to translate these cross-functional responsibilities into measurable improvements in performance, guest loyalty and competitive differentiation.
At a Glance
Friedrich von Schönburg: VP Operations APAC & Operations Excellence Global, effective January 2027.Gaye Gibson: VP Retail and Partnerships Global.Sam Cooper: VP Wellness Global.Strategic priorities: Operational excellence, retail, e-commerce, partnerships and wellness.Group: Rosewood Hotel Group.
