Peggy Li
Peggy Li is the Managing Partner and CEO of SPS Affinity, a Dubai-based consultancy helping hospitality, F&B, tourism, and lifestyle brands across the Middle East engage and grow in the Chinese market.
An award-winning Chinese marketing strategist with over 20 years of luxury hospitality leadership experience, Peggy began her career in London’s Michelin-starred restaurant scene before being recruited by Chef Joël Robuchon. She contributed to the success of L’Atelier de Joël Robuchon London and later opened restaurants on his behalf in Bangkok and Shanghai.
In 2016, she relocated to Dubai to lead the F&B division at Chalhoub Group, overseeing brands including Aubaine, Vogue Café, and La Pâtissier de Rêve. Since joining SPS Affinity in 2018, Peggy has led the firm’s work at the intersection of hospitality operations, China strategy, and digital growth.
Peggy has been a speaker and panelist at Arabian Travel Market, Future Hospitality Summit, The Hotel Show, Skift, and the Forbes Middle East Wellness Summit and other regional and international media for her insights on China and hospitality growth.