Committed∗Transparent∗Focus
In business since 1997 and incorporated in 2000, we provide management consulting services for properties from pre-opening through post-management stage, including taking over distressed properties and restructuring towards operations sustainability.
As professionals in this business, we consider ourselves strategic Transformation Partners with Hotel Owners — our primary responsibility is to ensure your success, which in turn will be ours.
Close to 30 years in business, our services model is an intervention of Consulting and Coaching resources with methodologies, systems and models applied to deliver Outcomes. Consulting delivers knowledge and solutions, while Coaching impacts people toward execution for deliverable outcomes. That is the unique differentiation in our services.
Professionalism is how we conduct business with Hotel Owners and the wider business community.
Since 1997, we have undertaken more than 40 projects all over Malaysia, including Sabah and Sarawak, and in Indonesia, Vietnam and Myanmar. Projects from 40 keys to as large as 1,200 keys, in different locations, be it city, beaches, islands or highlands. From 2-star to 5-star products, with investment value from RM10.0m to as large as RM250.0m. The diverse range of properties we have been involved with was in various scenarios: from newly built properties, deploying pre- and post-consulting services, to restructuring distressed assets or Structuring towards Leadership and Operations Efficiency. Having experienced the economic crises of 1997/1998 and 2008/2009, and the COVID-19 pandemic crisis, we have gained a much deeper perspective from all these socio-economic scenarios in handling businesses and properties in need of transformation.
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Sherwood's core expertise is in providing management consulting services for Hotels and Resorts, from pre-opening through post-management. We position ourselves as Transformation Management Consultants with strong support in the application of coaching resources to raise the performance output of Individuals and Team Leadership.
Our key services cover a full range of what a hotel asset can need — Newly Built properties finding their feet, Distressed Assets in need of restructuring, Existing operations in need of Structuring towards stronger Leadership and Operations Efficiency, and the full Pre-Opening & Post-Consulting journey in between.
Our clients are just as varied: SME Owners, Family Generational Business Owners, Property Developers, and Government Agencies. What they have in common is trusting us with a property at a turning point.
Our deliverables in property transformation are built from experience.
If you are a Hotel or Property Owner who is new to the business, lacks in-depth knowledge and experience, or is having difficulty sustaining your business, feel free to contact us for a no-obligation conversation.
An 8-point framework covering the full pre-opening scope of work:
| Key Services | Scope of Work |
|---|---|
| 1. Product Concept Development | Conceptual product design advisory, working with Architects and consultants to a product in line with Owner's vision and budget. |
| 2. Technical & Layout Review | Review of layout drawings for all hotel facilities, front and back of house, for a marketable, operationally efficient product. |
| 3. Interior Design Advisory | Alignment of interior design theme, concept and materials to product positioning, budget and product lifespan. |
| 4. Procurement & OS&E | Sourcing and procurement planning for operating supplies and equipment ahead of opening. |
| 5. HR Planning & Development | Manpower planning, recruitment, training and development, and personnel policy. |
| 6. Sales & Marketing Strategy | Formulating and implementing a business development strategy for domestic and overseas markets. |
| 7. Organisation Set-Up | Planning, policy formulation, operational methods and management set-up ahead of opening. |
| 8. Financial & Budget Planning | Budgets, financial projections and cash-flow requirements for working capital and funding. |
Where Sherwood assumes management of the Hotel as Operator — responsible for management, operations and business development once the Hotel is ready for business. This is where our management philosophy of ‘Committed · Transparent · Focus’ is put fully into practice as your Transformation Partner to deliver Outcomes on your property investment.
This would apply to an existing property currently in operations and in need of internal restructuring, or a specific operating Department in need of restructuring. We address issues and challenges using our 4-Layer Transformation process and Blue Ocean Strategy 6-part transformation framework. In addition, we facilitate coaching sessions to align Leadership towards purpose and goals.
The strategic conversation is about the asset | property. Key layers of conversation: Owner's vision, idea, the Why, the ROI expectation, funding structure, the Product Concept, Business and Operating Model, the services contract model with Sherwood... the list goes on.
Upon contract acceptance, identifying scope of work and services, we will then formulate a strategic action roadmap in phases that will be a combination of consultation services and methodology of coaching processes based on the diagnostic conversation outcome.
This is the real enabler of Transformation as we are focused on KRAs, Purpose and Goals using various resources as in structures, models, tools and templates in the Consulting-Coaching journey. This is usually a project-based services model.
Progress tracking is by way of regular communication, issues to address and decide. We use tracking and audit timelines to measure progress. The turnaround and transformation of the asset | property based on the Client's mandate is the measurable outcome.
Outcome: a transformed business or property as a product that has a positioning, a competitive advantage and is sustainable.
It's about Restructuring towards Operational Efficiency
A structured intervention to formulate direction and strategy for Business Owners and Organisations, covering leadership and team development, business strategy alignment, and facilitated coaching workshops.
Business Coaching: Supporting Leaders & Business Owners to stretch thinking processes with greater clarity and purpose as they navigate building & growing sustainable enterprises.
Organisation Consulting: Enhancing the effectiveness of the entire organisation — leaders, teams, and systems to strengthen communication, alignment, execution, and KRA performance.
Ideal for SME Business Owners, Family Generational Business Owners, Corporates (not just in the hospitality business).
A structured, confidential conversation to identify key issues and challenges pending the Client's mandate, be it Business Coaching or Organisation Consulting or both.
Based on the decided mandate, we identify the key challenges and issues. The roadmap is a phase-by-phase strategy implementation aligned to the purpose and goal. A timeline and measurable outcome will be discussed with the Client.
Based on identified issues, we implement specific resources, structures, models, tools and templates to deliver the best possible outcome.
The 6-Step BOS Roadmap: Diagnostic Audit > Demand Mapping > Transformation Mapping > Business Strategy > Leadership Alignment > Accountability
To ensure progress by Individuals and Leadership, we work closely to ensure they succeed. We use tracking and audit scorecards to measure progress. Individual and Leadership success is the organisation's success and Sherwood's KRA success.
The end in mind is to align the outcome to the mandate of the Client!
It's Breakthrough Transformation Coaching
One-on-One Executive Coaching and Team/Group Leadership Coaching for leaders operating in an increasingly dynamic and complex work environment.
Formats: One-on-One Executive Coaching | Team & Group Leadership Coaching Workshops.
Empowering Generations: Assisting Boomer, Gen X, and Next-Gen leaders to evolve, adapt, and stay relevant amidst digital tech disruption, hybrid workplaces, and changing team expectations.
Ideal For: Family Generational Leaders, CEOs, Directors, Senior & Mid-Management Executives (not just in the hospitality business).
Deep listening, asking layers of perspective questions to discover insights. Establish what the issues are, what goals and outcomes Leadership are seeking. And what it takes to make it happen.
We then formulate a strategic methodology of coaching processes for Individuals and Teams based on the diagnostic conversation outcome.
This is the real enabler of Transformation as we are using various resources in terms of structures, tools, and templates in the Coaching journey.
To ensure progress by Individuals and Leadership, we monitor and track to ensure they commit to action and take ownership. There has to be some measure of success. We use tracking and audit scorecards to measure progress. Their success is the organisation's success and Sherwood's KRA success.
Outcome: Executives and Leadership aligned to a common goal and a common journey.
Our Resource Expertise
Cygal Bhd, Ace Plastics Group, Chee YC Temple Trust, Kingwood Group Sarawak, Hotel Sandakan Sabah, Strawberry Park Resort, Straits Meridian, Frangipani Resort (Langkawi), Kueen Lai Properties, Golden Peninsula Group (Klang), PKNP – Perak
Grand Riverview (Kota Baru), LKPP Pahang, D'Coconut Resorts, Paloma Boutique Hotel, Blue Coral Island Resort, Cempaka Apartment Hotel
Tiara Beach Resort (Port Dickson, 1,200 keys), CL Elite Developer (KL), Marina Point Development (Terengganu), JPS Holdings (KL), Parami Properties (Myanmar), Shwe Gone Daing Property (Myanmar), HTC Vietnam, Hotel Richbaliz (Selayang)
Sherwood delivered exceptional results across two major hospitality projects. For The Graph Hotel, a brand-new build, they expertly managed interior design, operational procurement, and complex stakeholder collaborations from the ground up, guiding the pre-opening phase so our owners could take over seamlessly. During the COVID-19 pandemic, they stepped in to restructure Strawberry Park Resort. Over a two-year tenure, they thoroughly optimised operational efficiencies and cost structures. Throughout both projects, Sherwood demonstrated unwavering professionalism in managing shareholder relations, aligning diverse expectations, and consistently meeting their requirements. They are an invaluable partner for any hotel owner or developer.
We invested in commercial shoplots and the idea for us to maximise the best asset return was to convert the shoplots to a boutique hotel. Our challenge was that we have no experience in the hotel business. So we appointed Sherwood Consulting to assist us in all services needed, from product concept to all needed pre-opening services. And most important for us is to lay the foundation of the operating model of the Hotel to ensure sustainability of the hotel business. Mr Lee, the Consultant in charge delivered on his promise to all his scope of work. And we are pleased to say that our Hotel business has continued to stay sustainable since opening in Jan 2012.
Our Family BOD appointed Mr Lee from Sherwood Consulting to help us with restructuring of our Hotel efficiency. His scope of services covered both Consulting and Coaching in the following areas: Restructuring towards operations efficiency | Conduct performance coaching leadership sessions | Improve work and services culture of the Hotel | Improve sales of the Hotel. In all these areas, Mr Lee has succeeded to achieve positive results. In addition, Mr Lee contributed strategic ideas for our new wing, a deluxe 4-star, 200-room Hotel. As Consultant, Mr Lee's services have been professional, transparent and dedicated to our ambition.
We appointed Sherwood Consulting specifically to improve our Hotel Operations efficiency and also conduct Hotel Executives Team Leadership workshop. And there has been positive change that has been impactful. We all learned a lot from Mr. Lee. Thank you Mr Lee for your services and contribution.
Five case studies from Sherwood's track record. Each one below sums up the client, mandate and outcome — click to read the full write-up to see the process and methodology in detail.
Guided by Blue Ocean Strategy and the 4-Layer Transformation Framework, Sherwood supported the company Directors to ready and reopen an established 4-star hospitality asset in under five months following a pandemic-induced closure.
Outcome: Successful hotel launch with a sustainable, cost-efficient operating model and strong brand visibility.
Click to read Full Case Study (PDF) →Guided by the 4-Layer Restructuring Process, Sherwood supported the Corporate Office and CEO to realign operations and improve financial performance for a distressed 3-star hospitality asset with single-digit occupancy.
Outcome: Occupancy rose to 35–38% by the second year, with a consistent, sustainable operating framework in place.
Click to read Full Case Study (PDF) →Sherwood supported the Managing Director — who also served as Hotel Manager — and the family enterprise owner to enhance executive strategic thinking, raise self-awareness, and align the leadership team.
Outcome: A genuine leadership transformation, with a more approachable MD office and stronger team confidence within 6 months.
Click to read Full Case Study (PDF) →Sherwood supported the Managing Director and family enterprise owner to enhance strategic thinking, raise self-awareness, and align the leadership team with the hotel's core objectives.
Outcome: Improved operational efficiency, with better work performance from Executives and Team Leadership.
Click to read Full Case Study (PDF) →Guided by Blue Ocean Strategy and the 4-Layer Transformation Framework, Sherwood supported the Managing Director to launch a newly developed 3-star hospitality asset carrying a Guaranteed Rental Revenue (GRR) obligation.
Outcome: The hotel operated with surplus cash flow across 2 years of management, with GRR paid to Unit Buyers as promised.
Click to read Full Case Study (PDF) →A condensed record of a few properties Sherwood has been involved with as Management Consultants and Hotel Operators.
| Photo | Hotel / Resort | Location | Services Model |
|---|---|---|---|
 | The Graph Hotel136 keys | Cheras, Kuala Lumpur | Brand new build | Pre-opening services |
 | Cempaka Apartment Hotel165 keys | Cheras | Structuring operations efficiency |
 | Sherwood Gateway Hotel115 keys | Bangi | Brand new build | Pre and Post services |
 | Strawberry Park Resort146 keys | Cameron Highlands | Re-opening & Structuring operations efficiency |
 | Hotel Parami110 keys | Yangon, Myanmar | Pre-opening services |
 | Hotel Sandakan Sabah118 keys | Sandakan, Sabah | Structuring operations efficiency |
 | Hotel Shwe Gone Daing57 keys | New Wing | 230 keys | Yangon, Myanmar | Structuring operations efficiency & Advisory |
 | Tiara Beach Resort1,200 keys | Port Dickson | Brand new build | Pre-opening services |
 | Hotel Richbaliz46 keys | Selayang, Selangor | Pre-opening services |
 | Frangipani Resort and Spa108 keys | Langkawi Island | Structuring operations efficiency |
| Photo | Hotel / Resort | Location | Services Model |
|---|---|---|---|
 | Marina Cove Resort220 keys | Lumut, Perak | Brand new build | Pre and Post services |
 | Kings Hotel135 keys | Melaka | Brand new build | Pre and Post services |
 | Paloma Boutique Hotel108 keys | Langkawi Island | Distressed property | Restructuring services |
 | Grand Riverview Hotel300 keys | Kota Baru, Kelantan | Distressed property | Restructuring services |
 | Acmar International Hotel488 keys | Klang, Selangor | Advisory services |
 | Kingwood Resort Mukah159 keys | Sarawak | Brand new build | Pre-opening services |
 | Teluk Dalam Resort170 keys | Pangkor Island | Brand new build | Pre and Post services |
 | De Rhu Beach Resort170 keys | Kuantan | Distressed property | Restructuring services |
 | Straits Meridian Hotel68 keys | Melaka | Brand new build | Pre and Post services |
 | Blue Coral Island Resort55 keys | Pulau Lang Tengah | Distressed property | Restructuring services |
 | Cinta Sayang Golf & Country Resort220 keys | Sungai Petani, Kedah | Marketing Collaboration services |
 | D'Coconut Resort, Pulau Besar70 keys | Johor | Marketing Collaboration services |
 | D'Coconut Resort, Pulau Lang Tengah50 keys | Terengganu | Marketing Collaboration services |
 | M Suites Hotel110 keys | Johor Bahru | Marketing Collaboration services |
 | One Stop Service Residence188 keys | Kuala Lumpur | Pre-opening services |
 | Jelutong Hotel48 keys | Bukit Jelutong, Shah Alam | Pre-opening services |
 | Hotel MinCott78 keys | Kuchai Lama, Kuala Lumpur | Pre-opening services |
 | Prinzpark Resort190 keys | Kuala Terengganu | Pre-opening services |
 | Hotel Pho Sein22 keys | Yangon, Myanmar | Advisory |
| — | Casa Idaman Property230 keys | Johor Bahru | Brand new build | Pre-opening services |
 | MTREE Hotel180 keys | Puchong | Brand new build | Pre and Post services |
Combining Consulting and Coaching delivers strategic influence to drive Leadership and Organisation transformation.
If our services are what you have in mind, just message me and I'll call you back for a chat.
If your email app did not open, please write to leekf.sherwood@gmail.com
Lee Sherwood @ (Keong Fatt, Lee)
Founder | Transformation Management Consultant
Sherwood Hotel Management Sdn Bhd
200001001189 (503794-U)
Kuala Lumpur, Malaysia
Mobile: +6 019 311 9383 · Email: leekf.sherwood@gmail.com · lkf@sherwood-hotels.com
linkedin.com/in/kf-lee-76089510b · Website: www.sherwood-hotels.com | www.sherwood-transformation.com
Lee Keong Fatt (“Lee Sherwood”) is the Founder and Principal Consultant of Sherwood Hotel Management Sdn Bhd, in business since 1997 and incorporated in 2000, a niche hotel management consulting company specialising in hospitality consulting and turnaround management services across Malaysia, Myanmar, Indonesia and Vietnam.
