From a hotelier family in Austria to the markets of Southeast Asia.
Ultsch Consult was built from two things — deep roots in European hospitality and daily presence in Southeast Asia.
Ultsch Consult is a Bangkok-based consultancy, registered in Singapore, that helps European hotels, destinations and hotel-tech companies enter and grow in Southeast Asia. We work across three areas — Hospitality, Tourism and Hotel Tech — combining on-ground presence in Thailand, Vietnam, Malaysia and Singapore with a working understanding of how European companies operate.
Co-Founder & CEO
Florian Ultsch comes from a family with five generations of history in Austrian hospitality, including Boutiquehotel Schwarzer Adler and Adlers Hotel in Innsbruck, and Harry's Home Hotels & Apartments. He built his early career within that industry — learning the operational and financial realities of running a hotel firsthand.
Early in his career, he held a leadership role within a hotel group, working on expansion across Austria, Germany and Switzerland — building strategies for new markets and new guest segments. That work brought him to Southeast Asia.
Today, Florian lives and works in Bangkok. The relationships he has built in Thailand, Vietnam, Malaysia and Singapore come from consistent presence — not from conference circuits.
"With Ultsch Consult, I combine what I know from European hospitality with the network we have built in Southeast Asia."
— Florian Ultsch
Co-Founder & CMO
Magdalena Ultsch leads marketing, communications and brand strategy at Ultsch Consult — from content strategy to PR to the company's digital presence. She builds Ultsch Consult's voice across both target markets: Europe and Southeast Asia.
Austrian by origin, with a close connection to European hospitality culture, she now lives with her family in Bangkok. That dual perspective shapes how Ultsch Consult communicates — precise for a European audience, relevant for the Southeast Asian market.
She makes sure the market expertise Florian builds also becomes visible — in content with substance, not buzzwords.
Florian knows the market — the relationships, the decision-makers, the commercial logic on the ground. Magdalena makes sure that expertise lands — clear, credible and without detours. Together they form the operational and communicative backbone of Ultsch Consult.
Business Development Manager
Phetrada Boonvijith — known to the team as Rada — joined Ultsch Consult as Business Development Manager for Thailand. She spent close to eight years building supplier and partner networks across Southeast Asia's travel industry, closing deals the way relationships in this market actually get built: by showing up, following up, and showing up again.
She works directly with the hoteliers and travel partners Ultsch Consult represents, including the rollout of RoomPriceGenie in Thailand.
Native Thai, born and raised in Bangkok, Rada brings something that cannot be hired for from outside the market: a real read on how business actually gets done here — what's expected in a first meeting, how trust gets built before a contract does, what's being said between the lines. For the brands Ultsch Consult represents, that is the difference between an introduction and an actual relationship.
Regina Casem
Personal Assistant
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