Frasers Hospitality has announced the appointment of Darryl Walker as Commercial Director, a newly created position to strengthen the group’s commercial focus across Europe, the Middle East and Africa (EMEA).
Bringing over 20 years of experience in the extended stay sector, Walker will oversee all commercial departments across the EMEA region at Frasers Hospitality, working closely with the head office and leadership teams to drive topline performance, improve distribution, and unlock new growth opportunities.
Walker has previously held a series of senior leadership positions, including most recently at edyn - leading the global distribution strategy across brands such as Locke, SACO, Cove, Wittenberg, and Moorgate, and overseeing a partner apartment network of over 80,000 units worldwide. He has also played a key role in the sector through his work with ASAP (The Association of Serviced Apartment Providers) over the past two years, where he continues to serve as Deputy Chairman to support the wider industry.
Since joining Frasers Hospitality, Walker has been meeting with the general managers and teams of the properties within the region, focusing on understanding local challenges and identifying opportunities to add value. He brings a strong belief in data-led decision-making, meaningful brand partnerships, and local activations that can resonate with today’s traveller, while driving commercial impact.
His priorities over the next 12 months include enhancing online distribution, expanding market reach, and positioning Frasers Hospitality to meet the rising demand for accommodation in EMEA from key growth markets - particularly Asia, which he sees as pivotal over the next decade.
Rebecca Hollants Van Loocke, Chief Operating Officer of Frasers Hospitality for EMEA, said: “Darryl’s appointment represents a significant step in the commercial evolution of our business. His deep technical knowledge, strong leadership and strategic mindset makes him the ideal person to elevate our commercial performance across the region. This newly created role is essential to aligning our resources, understanding our markets and sharpening our commercial edge.”
Walker said: “I’m thrilled to join Frasers Hospitality, a brand with an outstanding global reputation and a clear commitment to quality and innovation. I’m excited to help strengthen the commercial foundations of the business, work closely with our teams to create long-term value, sustainable growth, and build a happy and cohesive team to deliver results for the business now and into the future.” -TradeArabia News Service
