Sally Osborne is the Director, Technology Innovation at The Hongkong and Shanghai Hotels Limited (HSH). HSH is the owner and operator of The Peninsula Hotels, as well as a number of strategic real estate and tourism assets including The Repulse Bay, The Peak Tower and The Peak Tram, one of Hong Kong's most popular tourism attractions. At HSH, Sally leads the Technology Steering Committee, which is jointly chaired by CEO Clement Kwok and Group General Manager IT Shane Izaks, and has the objective of delivering the group's five-year ambition for digital transformation. In this role, Sally has also devised and championed “Kaleidoscope, The Peninsula Labs” start-up project, which launched at the 2018 StartmeUpHK Festival. Prior to her current role at HSH, Sally was the founder of her own luxury hotel consulting firm specialising in affiliate and partnership marketing, digital marketing and CRM. Throughout this journey, Sally held various positions as Director Digital & CRM for luxury hotel groups including Rocco Forte Hotels and Maybourne Hotels (owner of Claridge’s, the Connaught and the Berkeley in London), Director of eCommerce & Distribution at Macdonald Hotels, Barcelo Hotels & Resorts and Paramount Hotel Group, leveraging her all-rounded knowledge and skills in the digital world to deliver rapid increases in acquisition, conversion, retention and increased profitability. Sally was a pioneer at the start of the online travel agency (OTA) era - launching the European website for Wotif.com, following the huge success of the Australian introduction, and the site was sold to Expedia at a market value in excess of US$756 million in 2014. A speaker and former lecturer, Sally has also won various awards recognising her digital expertise in the industry, including Travolution Awards – Best Hotel Group (Web) and W3 Hotel Web Design Awards.