Pekka Hirvi is Director of Business Development for the Middle East, Africa & Turkey (MEAT) at The Ascott Limited, where he leads the company’s regional growth and development strategy.

He holds an Executive MBA from the National University of Singapore, a Bachelor’s degree in Hospitality Management from Haaga-Helia University of Applied Sciences, Helsinki, Finland, and an Associate Degree in International Hospitality Operations from The Emirates Academy of Hospitality Management, Dubai, UAE.

With over 15 years of experience in the hospitality industry, Pekka has led strategic planning, overseen more than 50 development projects under management and franchise agreements, and conducted extensive feasibility studies, valuations, and investment analyses. He has worked with leading brands including Jumeirah Hotels & Resorts, Accor, and others, bringing deep expertise in corporate finance, business development, and market expansion across the MEAT region.

Since joining Ascott in January 2023, Pekka has been driving the company’s regional expansion. His mandate includes strengthening Ascott’s presence in key source markets such as the UAE and KSA, as well as identifying and developing new markets across MEAT. Previously, at The Ascott Limited’s global HQ in Singapore, Pekka spearheaded global franchise and development strategies, growing the group’s international footprint through strategic partnerships and new market entries.

Pekka is recognized for his strategic vision, results-oriented approach, and ability to translate market insights into actionable growth opportunities, positioning The Ascott Limited as a leading operator and developer in the serviced residence and hospitality sector.