The idea of “success” in the hospitality industry is often loud. Think flashy campaigns, full houses, and attention-grabbing experiences. But behind some of Malaysia’s most successful IOI Properties Group of hotels is a woman whose leadership is quite the opposite. Tan Lee Fong isn’t about generating noise – she leads with vision, strategy, and a calm resolve that has quietly transformed teams, properties, and mindsets.
As the Multi Property Director of Sales and Marketing, Tan manages not just day-to-day revenue strategies but also long-term brand elevation across five major Marriott Bonvoy Portfolio hotels in Putrajaya and Puchong. Her influence can be seen in the growth figures, yes – but more powerfully, in the way her team works, the culture they’ve built, and the loyalty they’ve earned from guests and clients alike.
From her early days as a guest service officer in Langkawi to becoming one of the youngest Directors of Sales in Starwood’s history, Tan’s career is grounded in humility, grit, and intention. Her journey proves that quiet strength can be not just effective, but transformative for hospitality.
Leading with purpose
After graduating from the University of British Columbia, Tan took a unique step: she spent a year travelling to immerse herself in different cultures and observe hospitality across countries. That experience shaped her belief that service excellence begins with understanding people. “When you understand the guests’ background, culture, and preferences, only then can you deliver the kind of service that truly resonates,” Tan reflects.
Her first professional role was a Guest Service Officer at Tanjung Rhu Resort Langkawi in 2009. From there, her rise was swift. She joined Sheraton Langkawi as a Sales Executive, and by 2012 – just three years into her career – she was appointed Director of Sales for both Sheraton Langkawi Beach Resort and Four Points by Sheraton Langkawi, becoming the youngest in Starwood at the time to hold that title.
“I strive to be the kind of leader who not only sets the vision but moves forward with the team, united in drive and commitment.”
It was a major milestone – but also a challenge. “Some team members were older and more experienced, and they didn’t think I was ready. But over time, results changed minds,” she says with characteristic humility.
“Leading teams across multiple generations has taught me the importance of listening actively, leading with empathy, and staying hands-on while giving others room to shine. I believe in growing with my team, not ahead of them. Some of my proudest moments have been watching those I’ve mentored rise into leadership positions themselves,” she elaborates.
With each role, she honed a leadership style that is anchored in clarity of purpose, strategic focus, and the belief that when a leader inspires and aligns the team toward a common goal, extraordinary results follow. “I strive to be the kind of leader who not only sets the vision but moves forward with the team, united in drive and commitment.”
Transformation through innovation
Today, Lee Fong oversees one of the largest clusters in Malaysia, which includes Putrajaya Marriott Hotel, Le Meridien Putrajaya, Palm Garden Hotel, Putrajaya – a Tribute Portfolio Hotel, Moxy Putrajaya, and Four Points by Sheraton Puchong. She has been at the forefront of key milestones for the group, including the opening of Le Méridien Putrajaya and the conversion of Putrajaya Marriott Hotel and Palm Garden Hotel into Marriott-managed properties, and more recently, the opening of the first Moxy Hotel brand in Malaysia.
Under her leadership, these hotels have seen remarkable progress in both revenue and occupancy. For example, when Le Méridien Putrajaya opened in 2016, revenue rose steadily and grossed over RM86 million in 2023 alone – a testament to her strategic focus and commitment to building a strong market presence.
Beyond numbers, Tan has a reputation for driving fresh ideas that enhance guest experience and internal culture. She initiated the Centralised Marketing Team, streamlining branding and communication across all properties for greater consistency and impact. She also introduced the first Professional Wedding Planner Team for the group, strengthening their positioning as wedding destinations.
“At the height of that success, I had an even more profound realisation: what truly mattered wasn’t just the numbers, it was the people behind them.”
Another of her signature ideas, the “Be Our Guest” initiative, turned what could have been a guest inconvenience – diverting guests to sister hotels during peak occupancy – into an opportunity to build loyalty and create a more positive experience across properties. Even seasonal touches have her innovative stamp: her push to use solar panel decorative lights for festive décor demonstrated her desire to balance celebration with sustainability.
Recently, she spearheaded the “Visit IOI Resort City – Your Gateway to the World!” campaign, which reintroduced IOI Resort City as a holistic destination beyond just MICE – highlighting leisure, entertainment, and lifestyle appeal. This allowed them to tap into niche markets such as medical, golf, and eco-tourism – increasing their visibility in key international feeder markets.
“One of my proudest milestones came last year with the success of our Think Again campaign, which achieved a 100% sell-out across all hotels under my portfolio,” she shares.
“At the time, I genuinely thought that was the peak – that moment where everything aligned and the commercial results spoke for themselves. But standing at the height of that success, I had an even more profound realisation: what truly mattered wasn’t just the numbers, it was the people behind them.”
People-first, always
With a people-first approach in mind, Tan prioritised building strong, inclusive teams, and nurturing talents so they can better serve guests. “Marriott provides a strong global framework that ensures consistency, service quality, and brand trust. However, it’s the hotel teams on the ground who truly understand what guests want,” she says, on balancing global standards with local market needs.
“Being at the front line, we’re able to observe, listen, and respond to evolving guest preferences in real time. This includes offering curated F&B concepts that reflect local flavours, organising culturally inspired events, and creating marketing narratives that connect with Malaysian and regional audiences.”
“I believe in leading by example – being on the ground, recognising small wins, and staying close to the teams.”
Walking the talk herself, Tan makes time to strengthen connections outside the office. From organising regular team outings to encouraging open, cross-level collaboration, she understands that a strong team spirit translates directly into even stronger guest experiences.
“We’ve institutionalised best-practice sharing, joint performance reviews, and a cluster-wide training culture to ensure everyone moves in the same direction. I also believe in leading by example – being on the ground, recognising small wins, and staying close to the teams,” she shares.
Her own journey balancing work and family life is just as inspiring. For eight years, she commuted every week between Langkawi and Putrajaya while raising two children, staying dedicated to both her family and her expanding leadership role. On top of that, Tan also makes time for philanthropic and community involvement. She has a personal charity foundation where she sells pre-loved items, with proceeds going towards local schools to purchase essentials items.
A legacy of quiet leadership
Looking ahead, Lee Fong remains committed to reshaping hospitality for modern travellers. Her outlook is clear: transformation isn’t only about adding new properties – it’s about evolving mindsets and anticipating what guests will want next.
“Sales and marketing are no longer just about filling rooms; it’s about creating meaningful moments and experiences that align with what guests truly need and value. Today, content plays a critical role in selling as compelling content is what captures attention, builds trust, and influences decisions across the entire guest journey,” she reveals.
“We’re not just selling products, we’re curating emotional connections that begin long before check-in and extend well beyond check-out. As hospitality becomes more experiential and guest expectations become more sophisticated, sales and marketing will take on an even more strategic role in driving brand equity, commercial performance, and long-term loyalty.”
Ultimately, her vision is to elevate the hotels under her leadership and position them as preferred hotels for all market segments, and as leading convention destinations both domestically and internationally.
“We’re not just selling products, we’re curating emotional connections that begin long before check-in and extend well beyond check-out.”
Reflecting on her journey in the industry, Tan reveals, “What has kept me passionate all these years is the simple but powerful joy of making someone’s day – seeing a guest smile, return, and even become a friend is incredibly fulfilling.”
She often returns to a favourite quote that sums up her story: “If you stay in your comfort zone, that’s where you will fail. Success is an uncomfortable procedure, so you have to get comfortable being uncomfortable.” Her steady rise and the quiet strength she brings to every decision prove just how true that is.
In an industry where many equate strong leadership with making the loudest impact, Tan Lee Fong is living proof that sometimes the most powerful transformation takes calm conviction and the courage to lead from the inside out.
For more people stories like this, click here.