Kep West : Jef Moons, « my ambition is to establish Knai Bang Chatt and Kep West as leading examples of authentic, sustainable travel in Southeast Asia »
- kepwest
- May 9
- 4 min read
Jef Moons is a man with a vision: sustainable coastal tourism that also preserves the culture and environment of a region where he has lived for over twenty years. Humble and discreet, and looking 15 years younger than his age, he opens up to us.
READ THE ARTICLE IN FRENCH
Can you briefly present yourself?
My name is Jef Moons. As a Belgian-Khmer citizen, I have lived and invested in Cambodia since 2003. With a strong foundation in the corporate world, I transitioned to entrepreneurship, founding Knai Bang Chatt in Kep and leading innovative projects in hospitality, real estate, and sustainable tourism. Over the past two decades, I have built a reputation for combining business skills with a strategic vision that delivers measurable value—both financial and societal.
My focus is on creating high-impact ventures that drive profitability, foster community advancement, and champion environmental stewardship. I am dedicated to positioning Cambodia as a premier destination where culture, nature, and investment excellence intersect.
What was your university background?
I hold two advanced degrees: a Master of Business Administration (MBA) in management from a leading EU Belgian university and a Master of International Management (MIM) with a focus on marketing and finance from Thunderbird School of Global Management, USA (1986). This academic background has equipped me with the analytical and strategic skills necessary to identify market opportunities, manage complex projects, and deliver sustainable growth for stakeholders.
What were your first professional experiences?
My career began in Boston, USA, specializing in transport and distribution, followed by military service as a platoon commander in Belgium. I then joined my family’s businesses in agriculture and pharmaceuticals, before pivoting to industrial farming and waste-to-energy projects. This diverse experience gave me a robust understanding of operational efficiency, risk management, and value creation—skills I brought to Cambodia when I launched my entrepreneurial journey in hospitality and community development.
How did you end up in Cambodia and then Kep? Also share your vision.
I came to Cambodia in 2003, seeking new opportunities and inspired by the country’s unique culture and untapped potential. A visit to Kep revealed a region rich in natural beauty but overlooked by mainstream development. Seizing this opportunity, I invested in historic properties and transformed them into Knai Bang Chatt. What began as a private retreat quickly became a catalyst for regional transformation. By investing over a million dollars into CSR projects, we have set a new standard for responsible tourism and sustainable development. My vision is to create destinations that deliver strong financial returns while making a measurable positive impact on the community and environment. Today, Knai Bang Chatt and Kep West stand as benchmarks for regenerative tourism, innovation, and long-term value creation.
You were already quite a pioneer in the “luxury and nature” concept. Why is this?
From the outset, I recognized that true luxury lies in authenticity, simplicity, and harmony with nature. My approach has always been to preserve and enhance the unique assets of Kep—its landscapes, architecture, and culture—while delivering a premium guest experience. We restored historic villas using local craftsmanship, implemented internationally certified sustainability practices, and reduced operational waste by 80%. By integrating wellness, culture, and environmental stewardship, we have created a differentiated product that appeals to discerning travelers and responsible investors. This commitment to regenerative travel is not only an ethical imperative but a strategic advantage, ensuring resilience and profitability in a rapidly evolving market.
Today, for various reasons, the site has completely evolved. Tell us more about this transformation.
Kep has undergone a dramatic transformation, particularly with the redevelopment of the 2.7-kilometer beach, which required us to rethink and reposition our assets. Through close collaboration with government partners and strategic reinvestment, we revived the Sailing Club, established the Discovery Center, and launched the Kep West Wellness Centre. These developments have reinforced our market position, expanded our service offering, and increased asset value. Today, Knai Bang Chatt is a fully integrated hospitality platform, combining luxury accommodation, wellness, and cultural experiences—all designed to generate sustainable revenue streams and maximize stakeholder returns.
Why the strong focus on wellness?
Wellness is a core pillar of our business strategy, reflecting global trends and shifting consumer preferences. The Kep West Wellness Centre is not just an amenity; it is a growth engine that attracts high-value guests, diversifies our revenue, and enhances our brand equity. By offering tailored wellness programs, spa services, and holistic retreats, we differentiate ourselves in the market and create long-term customer loyalty. This focus on wellness aligns with our broader vision of regenerative tourism—delivering value for guests, the community, and investors alike.
Your ambitions for Knai Bang Chatt, Kep West, and Kep?
My ambition is to establish Knai Bang Chatt and Kep West as leading examples of authentic, sustainable travel in Southeast Asia. We are committed to protecting natural assets, supporting marine restoration, and driving community prosperity through strategic partnerships. Signature projects—such as the potential landmark underwater museum and “Art for Kep”—are designed to attract high-end travelers, foster cultural vibrancy, and position Kep as a model for innovation and responsible growth. With new infrastructure and visionary beachfront development, we are setting new industry standards and creating a stable, long-term investment platform. Our approach goes beyond profit: we are building a resilient business that delivers lasting value for investors, the community, and the environment. This strategy is also designed to attract major partner investors who share our commitment to sustainable, high-impact growth.
Ultimately, what motivates you in the profusion of projects and this desire to build something different?
My motivation is rooted in the drive to innovate, create value, and leave a lasting legacy. I am committed to product differentiation and forward-thinking concepts that anticipate market trends and meet the needs of a new generation of travelers. For me, success is measured not only by financial returns but by the positive impact we create for people and nature. I believe in empowering teams, fostering creativity, and building trust-based cultures that can adapt and thrive in a changing world. Working alongside my team in Kep and with my son David, I am dedicated to inspiring the next generation to lead with purpose and vision. My ultimate goal is to position Kep and Cambodia as global benchmarks for sustainable tourism, cultural vitality, and investment excellence—a legacy of value for all stakeholders
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