Justin
Lee

General Manager @ EQ Kuala Lumpur  |  MSc — IHRM  |  Assoc CIPD  |  Ultra-Luxury Hospitality  |  Author  |  Kuala Lumpur, Malaysia

A hospitality leader who believes that exceptional hotels are built on people first, product second, and process third. Author, educator, and proud steward of one of Southeast Asia's finest independent luxury hotels.

Leapfrog Leadership Get in Touch
Justin Lee, General Manager of EQ Kuala Lumpur, ultra-luxury hospitality leader and author
37 Years Experience
#1 TripAdvisor KL
T+L World's Best
About

A Life Devoted
to Extraordinary

With 37 years across some of the world's most celebrated hospitality brands, including Ritz-Carlton, Fairmont, and One&Only, Justin Lee has dedicated his career to the art of creating memorable guest experiences and nurturing world-class hospitality talent.

As General Manager of EQ Kuala Lumpur, formerly Hotel Equatorial, at Equatorial Plaza in the heart of Kuala Lumpur City Centre, Justin leads one of Malaysia's most acclaimed independent luxury properties. Under his stewardship, EQ has earned recognition from Travel + Leisure's World's Best Hotels, Tatler Asia, and the coveted TripAdvisor No. 1 ranking in Kuala Lumpur.

He holds an MSc in International Human Resource Management from Manchester Metropolitan University.

Beyond the hotel, Justin is an active member of the Chaîne des Rôtisseurs and brings a genuine passion for food, wine, and the culture of hospitality to everything he does.

Recognition

Travel + Leisure

World's Best Hotels

TripAdvisor

No. 1 Hotel in Kuala Lumpur

Tatler Asia

Asia's Best Hotels

Chaîne des Rôtisseurs

Member, International Gastronomic Society

Manchester Metropolitan University

MSc, International Human Resource Management

Leadership Philosophy

The Three Pillars

01 — People

People First, Always

Exceptional hospitality is a human endeavour. The highest priority of any leader is to recruit, develop, and inspire the very best talent, and to create an environment where every team member can deliver genuine, heartfelt service.

02 — Product

Obsessive About the Product

A luxury hotel is a living, breathing product that must be cared for with the same attention one would give a prized estate. Every room, every dish, every amenity must reflect a relentless standard of excellence.

03 — Process

Process as the Foundation

Great hospitality is never accidental. Behind every seamless experience is a thoughtfully designed process that empowers the team to perform with consistency, confidence, and grace under pressure.

Published Work

Leapfrog Leadership
in Hospitality

Leapfrog Leadership in Hospitality book cover by Justin Lee — Proven Strategies for Outperforming Rivals and Driving Service Excellence

Leapfrog Leadership in Hospitality distils three decades of hard-won insight into a practical framework for hospitality leaders who refuse to settle for ordinary. It challenges conventional thinking about how hotels are led, teams are developed, and service cultures are built.

Grounded in the People, Product, and Process philosophy, the book offers candid lessons from Justin's career spanning Ritz-Carlton, Fairmont, One&Only, and EQ Kuala Lumpur, and is designed to be immediately actionable for leaders at every stage of their journey.

Available as a full masterclass programme with participant workbooks, facilitated workshops, and a four-hour executive intensive. Suitable for hotel operators, ownership groups, and hospitality management schools.

Get the Book

Own Your Copy of
Leapfrog Leadership

A practical, candid, and immediately actionable guide for hospitality leaders who refuse to settle for ordinary. Written from three decades of experience across some of the world's most celebrated luxury hotel brands.

Priced at RM 89.90 per copy, excluding postage and shipping. To order your copy, simply click below. Justin will respond personally with payment details and a QR code for secure checkout.

Leapfrog Leadership in Hospitality book cover by Justin Lee — Proven Strategies for Outperforming Rivals and Driving Service Excellence
Career

A Journey Through
Excellence

June 2025 — Present

General Manager

EQ Kuala Lumpur  |  5-Star Independent Luxury Hotel  |  Forbes Travel Guide Aspirant

Appointed General Manager of one of Southeast Asia's leading independent luxury hotels, actively pursuing Forbes Travel Guide recognition. Holds full P&L accountability across Rooms, Food & Beverage, Culinary, Sales & Marketing, Engineering, and Human Resources. Leads the Executive Committee to execute strategic direction, protect owner returns, and position EQ Kuala Lumpur as the definitive luxury address in Malaysia.

T+L World's Best 2025 — #1 Malaysia  ·  #2 Asia  ·  #22 Global T+L Luxury Awards 2025 — #1 City Hotel Malaysia Tatler Malaysia 2026 — Best Innovative Hotel TripAdvisor 2026 — Travellers' Choice Award T+L Luxury Awards 2026 — Top 5 Best Hotel General Manager in Malaysia
Aug 2023 — June 2025

Hotel Manager

EQ Kuala Lumpur  |  Kuala Lumpur, Malaysia

Day-to-day strategic and operational lead with full divisional oversight. Delivered the highest revenue and gross operating profit in the hotel's history in both 2023 and 2024. Worked directly with ownership on investment priorities, performance reporting, and strategic planning.

Record Revenue & GOP — 2023 & 2024 T+L World's Best 2023 — #1 Malaysia  ·  #5 Asia  ·  #35 Global T+L Luxury Awards 2024 — #1 City Hotel  ·  #1 Pool  ·  #2 Spa TTG Travel Awards 2024 — Best Hotel in KL Preferred Hotels & Resorts — Highest Audit Score in Hotel History
Sept 2021 — Aug 2023

Executive Assistant Manager, Hotel Operations

EQ Kuala Lumpur  |  Kuala Lumpur, Malaysia

Stepped into interim leadership of the full hotel operation at the request of owners following simultaneous leadership transitions during post-COVID recovery. Delivered positive GOP, return to full trading performance, and award-winning quality within 12 months.

TripAdvisor #1 Hotel KL — 2022 & 2023 T+L Best City Hotel Malaysia — 2022 & 2023 Preferred Hotels & Resorts — Best Hotel Asia Pacific 2022 M&C Asia Stella Awards — Best Meetings Hotel Malaysia 2022 Agoda Customer Review Award 2022
Sept 2018 — Aug 2021

Director of Human Resources

EQ Kuala Lumpur  |  Pre-Opening & Ongoing Operations

Founding HR leader of EQ Kuala Lumpur's pre-opening team. Designed and delivered the full Human Resources Value System — talent acquisition, compensation architecture, learning & development, and employee engagement. Created one of the very few luxury hotels in Kuala Lumpur with a fully Malaysian team, including differently-abled colleagues. The only luxury hotel in the vicinity to maintain full employment throughout COVID with zero retrenchments.

5-Star Ministry of Tourism Classification TripAdvisor #1 KL — Within 6 Months of Opening Travel Asia Weekly — Best New Hotel Asia Pacific 2019 Zero Retrenchments Through COVID
1995 — 2018

Senior Leadership Roles

Kerzner International (One&Only & Atlantis)  |  YTL Hotels  |  JW Marriott  |  Dusit International  |  Fairmont Hotels & Resorts  |  The Ritz-Carlton

Over two decades of progressive senior leadership across the world's most celebrated ultra-luxury hotel brands, spanning VP Global Human Resources at Kerzner International (Dubai), Regional Director of HR for Fairmont Middle East & Africa, Director of HR at The Ritz-Carlton Dubai, VP Global Talent Management at Dusit International, AVP Human Resources at YTL Hotels, and Hotel Manager at JW Marriott Kuala Lumpur. Delivered pre-opening mandates across more than 20 properties in 15 countries.

Pre-Opening Portfolio

Ritz-Carlton: Doha · Istanbul · Bahrain · Penha Longa (Portugal) · Bali · Beijing Financial Street
Fairmont: Makkah (Saudi Arabia) · Heliopolis (Cairo) · Zimbali Lodge (South Africa)
Dusit: Chiang Mai · Pattaya · Dubai Marina
YTL Hotels: The Majestic KL · Gaya Island Resort (Kota Kinabalu)
Kerzner: One&Only Bahrain · Montenegro · Sanya · Mandarina (Mexico) · One Zabeel (Dubai) · Atlantis Sanya · Hayman Island & Wolgan Valley (Australia)
EQ Kuala Lumpur: Founding HR Director & Full Pre-Opening Team Member (2018)

Education &
Qualifications

MSc International Human Resource Management

Manchester Metropolitan University  |  Chartered Member CIPD UK  |  Level 7 CIPD

Currently completing a Doctor of Business Administration (DBA). Thesis: "When the Algorithm Manages the Heart: The Impact of AI-Augmented HRM on Emotional Labour in Luxury Hotel Organisations." Also holds an Advanced Certificate in Strategic HRM (eCornell), Advanced Certificate in Training & Development (SHATEC Singapore), Diploma in Hotel Management (American Hotel & Lodging Association), Talent+ Master Facilitator Certification, and Gallup Selection Programme Certification.

Publications

Leapfrog Leadership in Hospitality — Proven Strategies for Outperforming Rivals and Driving Service Excellence (2025)

Published Thinking

Insights & Ideas

All Articles on LinkedIn →
Career

The Job That Was Never Supposed to Happen

A candid and personal reflection on how the most defining career moments are often the ones you never planned for — and what they reveal about who you truly are.

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Leadership

People & Culture — Who Is Responsible in a Hospitality Organisation?

A candid examination of where accountability for culture truly lies in a luxury hotel — and why the answer may surprise you.

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Ultra-Luxury

The Pinnacle of Opulence — Distinguishing Luxury from Ultra-Luxury

What separates a five-star experience from a truly ultra-luxury one? Justin Lee draws the defining line with clarity and conviction.

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Strategy

Exploring a Globalised World — Lessons from Alvin Toffler

Toffler predicted the future of work, change, and disruption decades ago. What can hospitality leaders learn from his vision today?

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Culture

Understanding Geert Hofstede's Theory of Power Distance

How cultural dimensions shape the way teams are led, decisions are made, and service is delivered across different markets.

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Hospitality

Luxury Hospitality

A practitioner's perspective on what luxury hospitality truly means — beyond the marble floors and thread counts.

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Future of Work

The Gig Economy and Its Effects on the Hospitality Industry

As freelance and contract work reshapes the labour market, what does it mean for the teams, standards, and soul of luxury hotels?

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People

Trust the Kids

A powerful case for investing in the next generation of hospitality talent — and why trusting young people is not a risk but a necessity.

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Leadership

Define Success

Before you can lead others to success, you must know what success means to you. A personal and professional reflection.

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People

Seek First to Serve Rather Than to Be Served

The philosophy of servant leadership applied to the world of luxury hospitality — and why the best leaders put others first.

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Leadership

Talent — What Is It in Us?

An exploration of what talent truly means, how it reveals itself, and why recognising it in others is one of a leader's greatest gifts.

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Contact

Let's Connect

Whether you are an ownership group, a speaking engagement organiser, a journalist, or a fellow hospitality leader, Justin welcomes the conversation.

LinkedIn Email Speaking & Masterclass