Lark Appoints Amber Asher to Board of Directors
A recognized force in lifestyle hospitality, Asher brings decades of experience scaling bold, design-driven hotel brands and leading transformative growth strategies.
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Asher served as CEO of Standard International, where she oversaw the global expansion of The Standard, Bunkhouse, The StandardX, and Peri hotel brands, growing the company from four U.S. hotels to a portfolio of 24 properties worldwide with over 30 hotels and 7 branded residences in development. Under her leadership, the company achieved 400% topline revenue growth from 2019 to 2024, resulting in a landmark sale to Hyatt Hotels Corporation for up to $335 million.
Recognized among the 50 Most Important Women in Travel (Wonderlust), 100 Most Influential in Global Hospitality (IHI), and Skift's Women Shaping the Future of Travel, Amber received the 2022 Independent Lodging Congress 'Start Something Award.' She has been featured in publications including Forbes, Elle, Skift, Business Insider, HOTELS, and Condé Nast Traveler.
'I have long admired Amber Asher as a visionary in our field,' said Lark Founder and Chairman, Rob Blood. 'It's an honor to join forces with her, especially at this pivotal moment in our company's lifespan. After nearly doubling our portfolio in the last 12 months, we're eager now more than ever to pull knowledge and inspiration from one of the hospitality industry's most innovative thinkers.'
Founded in 2012, Lark's branded hotel collections include its signature Lark Hotels, Bluebird by Lark, Blind Tiger Guest House, AWOL, and Life House. The group also manages independent hotels throughout the country and across a diverse range of markets. Lark combines a tech-forward ethos, hands-on development expertise, and people-first culture to maximize profitability for small to mid-sized hotels.
'I've been extremely impressed with Lark's ability to blend thoughtful design, operational excellence, and local storytelling at scale,' said Asher. 'I'm excited to support their next chapter of growth.'
In 2024, seven Lark properties were awarded prestigious Michelin Keys from Michelin Guide, a coveted honor that recognizes the country's most outstanding hotels. Lark's most recent openings were The Bow Hotel, a reimagined hotel tucked within a historic warehouse in Portsmouth, and AWOL Stowe, the third location of its emerging AWOL brand in the heart of Stowe, Vermont, complete with an outdoor Nordic spa deck and free-standing A-frame cabins. Most recently, the brand's growth accelerated rapidly in late 2024 upon forming a joint venture with contextual hotel brand and operator, Life House.
About Lark:
Lark is a leading operator of boutique hotels under 150 keys in North America. Lark combines a tech-forward ethos, hands-on development expertise, and people-first culture to maximize profitability for small to mid-sized hotels. Their portfolio of approximately 75 independent spirited properties delivers compelling guest experiences through distinctive branding, local storytelling, and thoughtful, place-based design. Lark's branded hotel collections include its signature Lark Hotels, Bluebird by Lark, Blind Tiger Guest Houses, AWOL, and Life House. The group also manages independent hotels across a diverse range of markets. For additional information about Lark, visit larkhospitality.com.
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