Josh D.A is Enterprise Accounts Director – Asia at Cendyn, working with hotel groups to identify commercial opportunities across the guest journey. With experience at Tripadvisor, Hotelbeds, Booking.com & Triptease, she brings a broad perspective spanning distribution, demand generation & direct-booking strategy. Her approach is diagnostic & practical: understand the business challenge first, then determine where technology can genuinely add value. She prefers strengthening what already works & addressing the gaps that matter rather than advocating change for its own sake.