Schupbach assumed his current position in 2025. Chedi Hospitality has introduced two brand ambassadors: Olympic bronze-medallist snowboarder Jan Scherrer and professional padel player Miguel Yanguas. With a presence in Switzerland, Germany, Saudi Arabia, the UAE, and South Asia, Chedi Hospitality plans to enter the East Asian market. In April 2026, it partnered with JIH Global Investments to enter the Maldives with a boutique hotel alongside and branded residences. Schupbach previously worked for the Doğuş Tourism Group and Jumeirah.