Regional Director – Asia Pacific, Blacklane Asia Pacific Pte Ltd
Soon Hwa has over 30 years of extensive experience in the Asia-Pacific tourism and hospitality industry.
Currently, he is the Regional Director – Asia Pacific of Blacklane, a new tech professional chauffeur drive service provider offering rides in over 500 airports in some 250 cities in 50 countries globally.
Prior to this, he was Vice President – Asia & Japan of Hertz International. Started the regional HQ in1993 in Singapore and built the business from scratch to be the regional market leader. He spent 3 years in Shanghai from 2007 to 2010 to oversee the China business.
Prior to Hertz, he was Regional Manager SE Asia for Air New Zealand, GM Marketing for Mansfield Travel and Deputy GM of Avis Singapore.
A BBA graduate of the National University of Singapore, he is also a Fellow of the Chartered Institute of Marketing UK and attended the Stanford Executive Program.
Presently serving as Chairman of the Pacific Asia Travel Association (PATA) Singapore Chapter as well as Member of the Industry Council. Served in many positions within PATA over the years. Recipient of PATA Award of Merit in 2008.