“Darryl Walker, Commercial Director EMEA of Frasers Hospitality”
Frasers Hospitality has named Darryl Walker as its new Commercial Director for EMEA, a role newly established to enhance the company’s commercial strategy across Europe, the Middle East, and Africa.
With over two decades of experience in the extended stay sector, Walker will lead all commercial functions across Frasers Hospitality’s EMEA region. He will collaborate closely with the head office and regional leadership to drive topline growth, optimise distribution channels, and identify new opportunities for expansion.
Walker has held several senior leadership roles throughout his career, most recently at edyn, where he led global distribution strategy for brands including Locke, SACO, Cove, Wittenberg, and Moorgate. He also managed a partner apartment network comprising over 80,000 units worldwide. In addition to his corporate experience, Walker has contributed to the broader industry through his involvement with the Association of Serviced Apartment Providers (ASAP), where he has served as Deputy Chairman for the past two years and continues to support the sector.
Commenting on the appointment, 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.”
Since joining Frasers Hospitality, Walker has engaged directly with general managers and on-the-ground teams across the region to gain a deep understanding of local challenges and uncover opportunities for added value. He is a firm advocate of data-driven decision-making, strategic brand partnerships, and locally relevant activations that resonate with today’s traveller while delivering measurable commercial impact.
Over the next 12 months, Walker will focus on enhancing online distribution, expanding market reach, and positioning Frasers Hospitality to capitalise on the growing demand for accommodation in EMEA. He sees Asia as a particularly critical growth market, with significant potential over the coming decade.
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.”
