Who We Are

Our Story

Founded by two passionate hoteliers, The Conscious Collection is guided by a shared vision to grow the value of their market-leading brands and boutique hotels beyond what they would be as separate entities. Approaching this vision with a strong growth mindset, they leverage their core strengths: strong brand equity, a deep history of providing unique and immersive guest experiences, and heritage, sustainability, community engagement, and cultural immersion expertise.

Our hotels have left an indelible mark on travelers and Malaysia’s hotel landscape. Among our stars is Cheong Fatt Tze—The Blue Mansion, setting new standards in building restoration and earning global recognition, including the UNESCO “Most Excellent Project” award for Heritage and Conservation. Another jewel is Ambong-Ambong Resorts, consistently ranked among Langkawi’s top and most preferred resorts.

Our mission is clear: to create a Malaysian-owned hospitality company dedicated to boutique hotel management and investment, providing enriching experiences that leave a lasting, positive impact on our guests.

Welcome to The Conscious Collection—a tale where visionary hoteliers craft extraordinary hospitality, a story that invites you to experience the exceptional.

Our Vision

To build one of Asia’s strongest vertically integrated hotel investment and management companies focused on boutique hotels and resorts that:

01

Are an important part of the fabric of the cities they are in,

02

Provide unique experiences to guests and create meaningful, positive impact on the cities and towns they are a part of,

03

Remain relevant to multiple generations of guests and visitors by being more human, more local, more carbon mindful, more digital and more innovative.

Shen Loh-Lim

A digital and technology veteran with over 23 years experience in leadership roles (most recently at iProperty.com as Country Manager for Malaysia, Frontier Digital Ventures as Director of Growth & Operations and Partner for Business Consulting at Ampersand Advisory), Shen Loh-Lim is the Executive Director at the Cheong Fatt Tze Mansion, one of Penang’s most iconic boutique heritage hotels. Over the past 6 years, he has elevated it into a healthy growth business that returns dividends to its shareholders annually.

Shen has a proven track record in leading and operating growth businesses that are either profitable or have a clear path to profitability.

Today, he is also passionate about helping to level the playing field for independent hotels through best-in-breed marketing, distribution and revenue management strategies.

Amran Ahmed

Amran is a versatile professional with a strong background in banking and hospitality.

In 2017, after twelve successful years in the banking industry, he joined his family’s business, Langkawi Rainforest Sdn Bhd, where he played a key role in developing Ambong Pool Villas, the first all-villa resort in Langkawi. Both Ambong Pool Villas and Ambong Rainforest Retreat have earned a stellar reputation as premier resorts in the region, consistently ranking at the top on TripAdvisor since 2013. Both resorts were recognised among the top 25 small hotels in Asia. In 2022 and 2023, Ambong Pool Villas received the prestigious Best of the Best award, placing the resort in the top 1% of hotels worldwide.

Amran’s financial expertise combined with his passion for the hospitality industry has been instrumental in Ambong-Ambong’s success. His leadership skills and attention to detail continue to drive the growth and recognition of independent hotels in Langkawi.

Core Values

The guiding principles that shape our approach to hospitality.

Conserving the past

Leveraging on the brand “Cheong Fatt Tze – The Blue Mansion” and the role it has played in it’s UNESCO and multiple awardwinning heritage conservation and being the catalyst for change in Penang’s heritage tourism boom.

Protecting the future

By leveraging Ambong-Ambong’s industry-leading efforts in sustainability and regenerative tourism, we aim to align our concepts with environmentally conscious practices, creating a positive impact on the environment while empowering communities and driving the local economy.

Building assets that endure shifts in trends

Creating hotel brands that withstand shifts in trends and remain pertinent to diverse demographics, guaranteeing sustained relevance and long-term success.

Embracing innovative technology

Embracing technological advancements that genuinely enhance efficiency and productivity, enabling us to provide an elevated guest experience while optimizing operations constantly.