Frasers Hospitality has named Darryl Walker as its new Commercial Director for Europe, the Middle East and Africa (EMEA), marking a strategic move to bolster its commercial operations across the region. The role is newly created to sharpen the group’s focus on growth and market performance.
With more than two decades of experience in the extended stay industry, Walker will lead all commercial functions in the EMEA division. He will collaborate closely with both the corporate headquarters and regional leadership teams to enhance revenue generation, optimise distribution, and identify new avenues for expansion.
Walker brings with him a track record of senior leadership, most recently serving at edyn where he was responsible for global distribution strategy across a diverse brand portfolio including Locke, SACO, Cove, Wittenberg, and Moorgate. His oversight extended to a partner apartment network exceeding 80,000 units worldwide. Beyond his corporate work, Walker has also made significant contributions to the sector through his ongoing role as Deputy Chairman of ASAP (The Association of Serviced Apartment Providers), where he has been actively involved over the last two years.
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 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.
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.”
