Sawadee krap.
People in Asia know me as JC, and I have dedicated my life to the luxury hospitality industry. I have learned everything about this fascinating industry by working along iconic hoteliers, eminent Chefs and inspiring colleagues across the globe. With over 30 extraordinary years of roaming the world, living on three continents, I've now settled in Bangkok, bringing a wealth of experience to every connection I forge.
Today, I specialize in helping hoteliers navigate Asia's complex markets, and in empowering independent hotels by improving their commercial strategies. Recently, I have added a new string to my bow, collaborating with dynamic entrepreneurs franchising independent hotels.
I have a 'secret' and it is a simple one: I believe in the power of human connections. I did not coin this catch phrase (credit likely goes to Matthew Upchurch from Virtuoso), but I live by it everyday. I am a keen proponent of new technologies, yet I firmly believe that nothing in this industry succeeds without the personal human touch.
My ears are to the ground, allowing me to craft realistic plans while steering clear of corporate corner office fluff.
Nexarya Asia Consulting embodies this vision: it serves as the bridge that connects people and enhances your results.
Interview with our founder Jean-Christophe (JC)
Q: What is Nexarya Hospitality Consulting?
Nexarya's idea came from a discussion with hoteliers in Europe asking for help in getting more Asian customers. We therefore created a consulting company for hospitality actors aiming at linking European luxury hotels and destinations with Asia’s high-end travelers. It also helps Asian hotels reclaim their independence from OTA through innovative and strategic sales solutions. We also welcome hotel franchises willing to expand into Asia.
Q: Why that name, where does it come from?
Nexarya is rooted in my personal journey as a Westerner thriving in Asia for a couple of decades, blending the Latin word Nexus and Sanskrit word Arya. Nexus, a Latin term meaning “connection” or “bond,” evokes the intricate web of relationships I’ve cultivated through my career; it captures the ability to link people and ideas, to create hubs of opportunity where businesses could thrive. Meanwhile Arya means “noble” or “honored,” a word that speaks of wisdom, respect, elevation and excellence. Living in Asia, I’ve learned the power of these values—how a handshake in a Tokyo boardroom or a shared meal in Mumbai could seal a partnership built on trust.
Nexarya emerged, a name that felt like a bridge between my worlds. Nexarya is a reflection of me, a Westerner enriched by Asia’s wisdom, using my network to elevate businesses with purpose. It stands for connections forged with intention, where every step forward honors the values of respect and excellence.
Q: What is your motivation? Where is the idea coming from?
From my observations, I believe that many Western hospitality executives hold deep respect for Asia’s rich culture of service, often shaped by their own experiences working in the region while climbing the corporate ladder. However, when it comes to serving Asian clients, many encounter challenges due to the diverse expectations and behaviors within this broad demographic.Unlike the relatively uniform preferences often associated with American clients, Asian clients represent a vibrant tapestry of cultural backgrounds, each with distinct priorities. For instance, one may encounter Chinese guests who prioritize premium experiences, opting for high-end offerings like the finest wine on the menu as a symbol of status. One may serve Japanese guests, often characterized by their reserved demeanor and preference for discretion, rarely voicing complaints directly. Indian families, meanwhile, may engage in spirited negotiations, seeking value-driven experiences. Additionally, expatriates from global hubs like Singapore or Hong Kong bring their own unique perspectives, which can sometimes be mistaken for a monolithic “Asian” client profile. And then, we can evoke the distinct South-Korean honeymooner, the wealthy Thai Tycoon, and so on.
Q: OK, why is this important?
Asia represents the largest reservoir of growth for the hospitality industry. According to industry projections, Asia-Pacific is expected to drive significant growth in global tourism over the next decade, with countries like China, India, and Southeast Asian nations leading the charge. In today’s interconnected world, hotels must prioritize diversification to remain competitive and relevant. This goes beyond offering varied amenities or dining options; it requires a deep understanding of the diverse cultural, economic, and social backgrounds of guests. Hotels that adapt to the preferences of a broad range of clientele, while maintaining authenticity, stand to thrive.
Q: What is your mission?
Our overarching mission is to forge purposeful connections to elevate businesses. Nexarya's idea came from a discussion with hoteliers in Europe asking for help in getting more Asian customers. To deliver that we target travel advisors in the Asian markets; we work on sales missions, and build action plans.
Q: There are many consultants in the field; how does Nexarya Asia Consulting stand out?
I see 5 keys to our positioning in the market:
• We act as a cultural bridge: we combine western strategic rigor with eastern relational wisdom, reflecting my personal perspective as a westerner in Asia.
• We focus on purposeful connections: we leverage our deep network in luxury hospitality to craft tailored, meaningful partnerships, not generic solutions.
• We seek for noble outcomes: we prioritize integrity and long-term impact, elevating businesses with respect rather than exploiting them for short-term gains.
• We use technology with a human-centric insight: we pair data-driven strategies with cultural fluency, ensuring solutions resonate locally and compete globally.
• We are small and agile: we limit the number of missions in any given moment, so we can deliver results.
Q: Anything else?
Yes! we recently partnered with a dynamic team of entrepreneurs in France and in Singapore, and proudly represent their interests in Thailand and beyond. This collaboration allows us to address hotel owners, asset managers and project developers offering a fresh perspective on business affiliations and hotel franchise.