Following the transition from Cross Hotels & Resorts, SONO Hotels & Resorts is entering a new chapter in Asia. Leading that expansion is Senior Vice President – Asia Jihong An, introducing the Korean group’s philosophy of connection, shared experiences and a distinctive “hotel + airline” ecosystem to the region.
SONO Hotels & Resorts Asia is a global hotel management company wholly owned by SONO International, hereinafter referred to as “SONO,” one of South Korea’s leading hospitality groups. When SONO announced its expansion across Asia, the move signalled more than geographical growth. It marked the beginning of a new narrative in regional hospitality — one centred not on scale alone, but on connection. Supporting this next phase of growth in Asia is Jihong An, Senior Vice President – Asia, a strategist with global experience and a deeply human perspective on luxury.
In his role, Jihong oversees operations and development activities across Asia, guiding the transition from Cross Hotels & Resorts while aligning regional activities with the broader strategy of SONO. His mandate is clear: introduce one of Korea’s most established hospitality groups to new markets while preserving its defining philosophy — To Bring Families Closer Together.
“It is often said that true luxury lies not in possession, but in sharing,” he reflects. “The ultimate essence of luxury, perhaps, is sharing joyful moments with those we hold most dear. In this spirit, SONO—a brand dedicated to bringing families closer together—is on a mission to redefine the very concept of luxury within the hospitality industry. We aspire to craft a new narrative: one where we share invaluable time with our extended family of guests, owners, team members, community and partners.”
SONO’s credentials are formidable. With an expansive domestic infrastructure in Korea and a diversified hospitality value chain spanning development, construction, operations, leisure facilities, aviation and lifestyle businesses, the group brings both financial strength and operational depth to its international ambitions. Its global infrastructure continues to grow, supported by a multi-tiered brand portfolio across luxury, premium and essential segments.
SONO Hotels & Resorts Asia is a global hotel management company wholly owned by SONO International, hereinafter referred to as “SONO,” one of South Korea’s leading hospitality groups. When SONO announced its expansion across Asia, the move signalled more than geographical growth. It marked the beginning of a new narrative in regional hospitality — one centred not on scale alone, but on connection. Supporting this next phase of growth in Asia is Jihong An, Senior Vice President – Asia, a strategist with global experience and a deeply human perspective on luxury.
In his role, Jihong oversees operations and development activities across Asia, guiding the transition from Cross Hotels & Resorts while aligning regional activities with the broader strategy of SONO. His mandate is clear: introduce one of Korea’s most established hospitality groups to new markets while preserving its defining philosophy — To Bring Families Closer Together.
“It is often said that true luxury lies not in possession, but in sharing,” he reflects. “The ultimate essence of luxury, perhaps, is sharing joyful moments with those we hold most dear. In this spirit, SONO—a brand dedicated to bringing families closer together—is on a mission to redefine the very concept of luxury within the hospitality industry. We aspire to craft a new narrative: one where we share invaluable time with our extended family of guests, owners, team members, community and partners.”
SONO’s credentials are formidable. With an expansive domestic infrastructure in Korea and a diversified hospitality value chain spanning development, construction, operations, leisure facilities, aviation and lifestyle businesses, the group brings both financial strength and operational depth to its international ambitions. Its global infrastructure continues to grow, supported by a multi-tiered brand portfolio across luxury, premium and essential segments.
For SONO, however, expansion is not simply about scale. The group’s strategy focuses on building a network of destinations that reflect its philosophy of connection, shared experiences and long-term value creation.
With over two decades in hospitality development and asset management, Jihong has worked across South Korea, Japan, Southeast Asia and Greater China, structuring hotel investments, mixed-use projects and cross-border partnerships. His career has been shaped by navigating regulatory complexity, market cycles and cultural nuance — always through the lens of long-term value creation.
Colleagues describe his leadership style as measured and disciplined. Owners value his clarity on risk, return and brand positioning. Under his regional leadership, SONO’s activities in Asia are being implemented through a deliberate and disciplined approach that balances the group’s Korean heritage with local market understanding.
A key pillar of SONO’s regional strategy lies in the group’s unique aviation partnership. SONO Group owns T’way Air as an affiliated company, adding an important dimension to its expansion ambitions. While T’way operates routes to Europe and North America, it has particular strength across Southeast Asia and Japan.
Leveraging this network, SONO is actively reviewing the expansion of integrated leisure assets—including hotels, resorts and golf courses—focused on destinations served by T’way. The strategic combination of hospitality and aviation enables SONO to build a differentiated ecosystem within the leisure industry across Asia.
This integrated “hotel + airline” model creates a clear competitive advantage. By connecting travel infrastructure with destination development, SONO is positioning itself differently from traditional hotel operators, allowing the group to unlock long-term, cross-sector value in key growth markets.
With over two decades in hospitality development and asset management, Jihong has worked across South Korea, Japan, Southeast Asia and Greater China, structuring hotel investments, mixed-use projects and cross-border partnerships. His career has been shaped by navigating regulatory complexity, market cycles and cultural nuance — always through the lens of long-term value creation.
Colleagues describe his leadership style as measured and disciplined. Owners value his clarity on risk, return and brand positioning. Under his regional leadership, SONO’s activities in Asia are being implemented through a deliberate and disciplined approach that balances the group’s Korean heritage with local market understanding.
A key pillar of SONO’s regional strategy lies in the group’s unique aviation partnership. SONO Group owns T’way Air as an affiliated company, adding an important dimension to its expansion ambitions. While T’way operates routes to Europe and North America, it has particular strength across Southeast Asia and Japan.
Leveraging this network, SONO is actively reviewing the expansion of integrated leisure assets—including hotels, resorts and golf courses—focused on destinations served by T’way. The strategic combination of hospitality and aviation enables SONO to build a differentiated ecosystem within the leisure industry across Asia.
This integrated “hotel + airline” model creates a clear competitive advantage. By connecting travel infrastructure with destination development, SONO is positioning itself differently from traditional hotel operators, allowing the group to unlock long-term, cross-sector value in key growth markets.
The transition into SONO Hotels & Resorts Asia represents a shift in identity, but not in ambition. The group’s integrated capabilities — from development to operations — allow it to move decisively while maintaining brand integrity. In a region where many operators pursue asset-light scale, SONO’s model blends operational control with diversified infrastructure, offering partners a different proposition.
For Bangkok and the wider region, SONO’s expansion in Asia signals confidence in the region’s long-term hospitality story. Yet he remains focused on fundamentals: trusted partnerships, sustainable performance and experiences that resonate across generations.
Through SONO’s expansion across Asia, the group is positioning itself not simply as a new entrant to the region, but as a hospitality brand with a clear purpose — one that believes the most valuable moments are those shared together.
About SONO Hotels & Resorts Asia
SONO Hotels & Resorts Asia is a global hotel management company wholly owned by SONO International, one of South Korea’s leading hospitality groups, renowned for its scale, regional expertise, and innovation-driven approach. Backed by SONO International’s portfolio of over 14,500 operating rooms in 7 countries worldwide, the group operates across South Korea, the United States, France, and key Asia markets including Thailand, Indonesia, and Vietnam. Beyond hospitality, SONO also owns T’way Air, a fast-growing airline that further strengthens the group’s integrated travel and tourism ecosystem. Currently, SONO Hotels & Resorts Asia manages 16 hotels in Thailand and Indonesia and is poised for accelerated growth, with more than 12 additional properties in its development pipeline across Asia by 2029. Leveraging the strength and resources of SONO International, the company delivers comprehensive, end-to-end hotel development services—ranging from project sourcing and strategic planning to design and construction support, as well as pre-opening and long-term hotel operations.
https://www.sonohotelsresortsapac.com/
https://www.sonohotelsresorts.com/
About Jihong An
Jihong An is Senior Vice President – Asia at SONO Hotels & Resorts Asia. With more than 20 years of experience in hospitality development and asset management, he has worked across South Korea, Japan, Southeast Asia and Greater China, overseeing hotel investments, mixed-use developments and cross-border partnerships. He currently oversees SONO Hotels & Resorts Asia and supports the group’s expansion across key Asian markets.
For Bangkok and the wider region, SONO’s expansion in Asia signals confidence in the region’s long-term hospitality story. Yet he remains focused on fundamentals: trusted partnerships, sustainable performance and experiences that resonate across generations.
Through SONO’s expansion across Asia, the group is positioning itself not simply as a new entrant to the region, but as a hospitality brand with a clear purpose — one that believes the most valuable moments are those shared together.
About SONO Hotels & Resorts Asia
SONO Hotels & Resorts Asia is a global hotel management company wholly owned by SONO International, one of South Korea’s leading hospitality groups, renowned for its scale, regional expertise, and innovation-driven approach. Backed by SONO International’s portfolio of over 14,500 operating rooms in 7 countries worldwide, the group operates across South Korea, the United States, France, and key Asia markets including Thailand, Indonesia, and Vietnam. Beyond hospitality, SONO also owns T’way Air, a fast-growing airline that further strengthens the group’s integrated travel and tourism ecosystem. Currently, SONO Hotels & Resorts Asia manages 16 hotels in Thailand and Indonesia and is poised for accelerated growth, with more than 12 additional properties in its development pipeline across Asia by 2029. Leveraging the strength and resources of SONO International, the company delivers comprehensive, end-to-end hotel development services—ranging from project sourcing and strategic planning to design and construction support, as well as pre-opening and long-term hotel operations.
https://www.sonohotelsresortsapac.com/
https://www.sonohotelsresorts.com/
About Jihong An
Jihong An is Senior Vice President – Asia at SONO Hotels & Resorts Asia. With more than 20 years of experience in hospitality development and asset management, he has worked across South Korea, Japan, Southeast Asia and Greater China, overseeing hotel investments, mixed-use developments and cross-border partnerships. He currently oversees SONO Hotels & Resorts Asia and supports the group’s expansion across key Asian markets.
