Urban Rest announces the promotion of Simon Farr from General Manager to Australia in order to support its next phase of growth. This is a major step towards strengthening our leadership as we expand our operations in our current regions and prepare to enter new cities. This appointment highlights our commitment to bringing back the joy of travel for everyone.
Simon has been a key player at Urban Rest for the last three years. He has led our global Guest Experience function, with an unmatched level of dedication and vision. His tech-first design of service has been an important part of our strategy for guest experience, and helped set new standards in corporate accommodation. Simon’s innovative thinking, from seamless digital check-ins and data-informed services enhancements, has helped Urban Rest become a disruptor in corporate accommodation.
Simon joined Urban Rest as a consultant in 2022. He has more than fifteen years’ experience working with boutique and lifestyle hotel chains. In particular, he launched the Felix Hotel in partnership with 8Hotels. Felix Hotel is Sydney’s very first boutique airport-hotel. He has also held leadership positions at Citadines Connect, The Ascott Limited and Park8, Pensione Hotel. His record of driving industry leading guest satisfaction and revenue in the boutique hotel sector.
Simon’s extensive operational experience, along with his strong focus on scalable system and team culture makes him a perfect fit for leading the next phase of growth in Australia, our home market.
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Urban Rest will add 14 new properties to their network by 2025, and continue to expand its global footprint. Australia is a key growth region. Many major cities are experiencing a sustained and high demand from business and corporate travellers. This is due to a concentration of blue-chip companies, both national and international.
Simon’s advancement reinforces Urban Rest’s focus on investing in employees who have made a positive contribution to the success and growth of the brand. It’s a personal accomplishment and reflects our philosophy of sustainable, people-led expansion.
