Travel upgrades startup Upgrade Pack announced its expansion into Asia Pacific with the launch of a Singapore office and the appointment of a new regional COO.

Toby Berger (pictured) will serve as Upgrade Pack’s new APAC COO. Berger, who has spent the last decade working in the Asia Pacific region, has served in executive roles in Google and Expedia. He will be responsible for overseeing the rollout of customer rewards and loyalty across the Asia Pacific region.

“Singapore represents the perfect base for our first phase of international expansion,” said Upgrade Pack CEO Craig Unsworth. The city-state has firmly established itself as a global technology and finance leader, and with many of our potential banking and corporate clients here, this new office enables us to demonstrate the value Upgrade Pack delivers as a differentiated customer loyalty and employee benefit offering.”

Upgrade Pack offers a way for banks, credit card companies, or employers to enhance and build loyalty among their clients and employees. The company offers access to discounted upgrades on flight and hotel upgrades that are not available to the general public.

To accomplish this, Upgrade Pack is directly integrated with airlines and hotels to offer exclusive access to purchase unbooked upgrade inventory a discount. During the company’s appearance at FinovateEurope earlier this year, Unsworth demonstrated the process of upgrading to a first class ticket on an upcoming flight for a 30% discount.

Upgrade Pack is available in the U.K., the U.S., Canada, Singapore, Hong Kong, and Switzerland. The company is headquartered in London and has raised $3.61 million (£2.9 million).

Upgrade Pack will demo its technology at FinovateAsia in Singapore next week. If you’re in the area, be sure to stop by the Marina Mandarin on October 14 and 15 and check it out. Tickets are still available.