Eight Continents Hotels & Resorts has announced the appointment of Javed Akhtar to its Advisory Board. The move comes as the luxury hotel management group accelerates its focus on long-term growth, asset optimisation, alternative revenue streams and enhanced guest lifetime value across its portfolio.

In his advisory role, Javed will collaborate with the leadership team to guide strategic initiatives spanning loyalty-led growth, experiential revenue integration, alternative monetisation channels, AI-enabled guest engagement frameworks and global partnership expansion.

Bringing over two decades of cross-sector experience, Javed began his career in hotel operations, gaining first-hand expertise in occupancy management, distribution strategy, guest experience and asset profitability. He is the founder of TripXOXO (TravelPort Digital), one of Asia’s largest aggregators of experiences operating in over 140 countries with access to more than 50,000 attractions. He also leads RewardPort, a consumer promotions and loyalty solutions company that has partnered with more than 200 brands to design reward ecosystems and engagement programmes.

Richa Adhia, Managing Director of Eight Continents Hotels & Resorts, welcomed the appointment, highlighting Javed’s strategic leadership in hospitality and loyalty-driven revenue frameworks as key to strengthening the group’s long-term value creation strategy.

Commenting on his new role, Javed noted that the brand’s design-led and culturally rooted approach offers strong potential to integrate loyalty, experiential commerce and AI-driven engagement to unlock sustainable growth.

Founded in 2020 by Haninder Sachdeva, Eight Continents Hotels & Resorts operates across India, the UK and East Africa, with a portfolio including Ocho Homes, Hanric, Treetop and Stamps, delivering design-led boutique hospitality experiences.