“The hospitality industry must lead with locally inspired, meaningful concepts that reflect the soul of each destination.” – Sonia Anya Tay, chief operating officer and co-founder of Cube Boutique Capsule Hotels
Sonia Anya Tay did not come from the worlds of legacy brands or inherited wealth. At 14, she began working in a beauty salon—less out of ambition than necessity—to help support her family and pay for school. That early start, marked by grit and determination, became the quiet engine behind one of Singapore’s most forward-thinking hospitality brands.
Today, as co-founder and chief operating officer of RB Hospitality, Tay is a driving force, alongside her husband, who serves as CEO, behind Cube Boutique Capsule Hotels, a concept that fuses stylish, technology-enabled accommodation with the heritage charm of shophouses.
Long before ‘affordable luxury’ became a buzz phrase, she recognised a gap in the market for something smarter, sleeker, and more attuned to the needs of modern travellers—and built it. “It was both an entrepreneurial leap and a passion project, founded on the belief that great experiences need not come with luxury price tags,” Tay says.
Tay is not simply a woman in hospitality; she is reimagining what hospitality can be. She leads with instinct and insight in a space that seldom makes room for women at the top. A mother of four, a hands-on operator, and soon the founder of a charity dedicated to everyday giving rather than seasonal fanfare, she is reshaping expectations on every front.
Who do you turn to for advice?
I rely on trusted mentors who have guided me throughout my journey in the hospitality industry. The best advice I’ve received is to build a brand around people and authentic experiences, not just products, because it’s the connections and moments that guests remember most.
What emerging technology do you believe will shape the future of your field?
AI and smart technology are shaping the future of hospitality, ushering in streamlined self-check- ins, hyper-personalised guest experiences, and sustainability-focused innovations that will redefine the way we travel.
If you could change one thing about your industry, what would it be?
There needs to be a greater commitment to authentic, community-driven experiences over generic, cookie-cutter models. Today’s travellers crave genuine connection, not just convenience, and the hospitality industry must lead with locally inspired, meaningful concepts that reflect the soul of each destination.
How do you balance ambition with well-being?
I prioritise quality time with my four children, family, and personal passions like fitness and travel. These moments ground me and recharge my energy, reminding me of my ‘why.’ To me, balance isn’t about splitting time evenly. It’s about being fully present, whether I’m leading at work or creating memories with loved ones.
What’s a lesson you learnt the hard way?
Early on, I learnt the hard way that you can’t do everything on your own. Challenges are inevitable, but maintaining a positive mindset has always been my mantra. Over time, I’ve come to value the power of delegation and trusting the right people— lessons that have helped me build a stronger, more empowered team.
How has your definition of success or growth evolved over the course of your career?
I used to believe success was all about the grind: staying busy, moving fast, and constantly chasing more. Over time, that mindset has shifted. I’ve come to value intentionality over hustle and quality over sheer scale. Sustainable, thoughtful growth—and making space for rest and creativity— has proven far more fulfilling and impactful than simply doing more for the sake of it.
Photography by Eugene Lee of Enfinite / Hair & Makeup by Sophia Soh of Suburbs Studio
