Black Lane CEO & Pata Board Member

Soon Hwa has over 30 years of extensive experience in the Asia-Pacific tourism and hospitality industry.

Currently, he is the Regional Director of (more details coming soon here, this page is under construction and needs review from upper management, please contact administrator for more details) Asia & Japan of Hertz International. Started the regional HQ in1993 in Singapore and built the business from scratch to be the regional market leader. He spent 3 years in Shanghai from 2007 to 2010 to oversee the China business.

Prior to Hertz, he was Regional Manager SE Asia for Air New Zealand, GM Marketing for Mansfield Travel and Deputy GM of Avis Singapore.

A BBA graduate of the National University of Singapore, he is also a Fellow of the Chartered Institute of Marketing UK and attended the Stanford Executive Program.

Presently serving as Chairman of the Pacific Asia Travel Association (PATA) Singapore Chapter as well as Member of the Industry Council. Served in many positions within PATA over the years. Recipient of PATA Award of Merit in 2008.