Panache Hotel Group (PHG) has appointed respected communications expert Chris Waite as its Fractional Head of Corporate Affairs and Communications, on a retained basis.

The strategic appointment comes as PHG accelerates its ambitious growth plans – including a goal to double its portfolio by the end of 2026, and a planned expansion into the New Zealand market, cementing its position as a leading force in the Australasian hospitality landscape.

Emerging as a dynamic disruptor in hotel management, PHG is focused on building a strong external brand to reflect its scale, vision, and momentum. Chris will work in close partnership with the PHG executive team, embedded within the business to shape and elevate the group’s narrative, reputation, and stakeholder engagement.

Chris brings more than two decades of global communications experience to the role, most recently serving as Head of Corporate Affairs, JAPAC at IHG Hotels & Resorts. He is highly regarded for his strategic counsel, stakeholder influence, and ability to deliver integrated communications programmes that drive impact and trust.

At PHG, Chris will lead the group’s communications function, covering media relations, content and thought leadership, internal communications, executive visibility, colleague engagement, public affairs, and issues and crisis management. He will also act as a senior advisor to the leadership team, ensuring consistent and aligned messaging across all channels.

“We are thrilled to welcome Chris to the Panache team,” said Wilson Bao, Chief Executive Officer, Panache Hotel Group. “His depth of expertise, sharp strategic thinking and hospitality knowledge make him the ideal partner as we enter a bold new chapter of growth. Chris will be instrumental in helping us articulate the Panache story and strengthen our brand across the region.”

Thomas John (TJ), Vice President – Strategy & Development, added: “I’ve worked with Chris over many years and have great respect for his talent and professionalism. We are excited to bring his voice into the business as we shape a compelling narrative that reflects our commitment to quality, innovation and long-term value creation.”

Commenting on his appointment, Waite said: “It’s a privilege to join Panache Hotel Group at such a significant moment in its evolution. PHG is a business with purpose, ambition and heart – and while you might not know the name today, I intend to change that. I look forward to building a powerful communications platform that helps amplify its impact across the Australasian hospitality sector.”