Norbert Vas

Partner of I-AM APAC

Norbert Vas is a hospitality executive and business owner active across consulting, design, and hotel operations. He is a partner in I‑AM Associates, an international creative agency working across insights, strategy, digital, branding, interiors, and architecture with offices in London, Istanbul, Dubai, Riyadh and Jakarta. Norbert is also a founding partner of Interiologic, an Indonesia-centric interior design and contracting firm, and Optimum Hospitality, where he leads client advisory, asset management, and pre‑opening projects for owners and developers across Southeast Asia. In these roles, he combines brand strategy and operational expertise with interior design and delivery capabilities to guide projects from concept to commercial operation.

Norbert’s hospitality career spans over 30 years of global experience. He has served as Director of Sales & Marketing for Ian Schrager hotels in New York City, led brand and commercial development for major hotel groups, and helped create award‑winning, design‑led select‑service brands in Indonesia, including Archipelago International’s favehotel and Hotel NEO. He was also a member of the launch team for Grand Aston La Habana, Varadero, and Cajo Las Brujas. His earlier senior roles include Director of Business Travel for Omni Hotels in New York City, Director of Operations at The InterContinental Bali Resort, and Director of Sales & Marketing at Mandarin Oriental and Shangri-La.

In addition, Norbert co-owns the Parkhaus Saigon Group, which operates three popular German Restaurants in Saigon and Nha Trang, and, together with his wife, owns two select-service hotels in Indonesia. Norbert is a graduate of the Center International de Glion in Montreux, Switzerland (Glion Institute of Higher Education)