Commercial Strategy · Technology · Revenue
The expertise that scales accommodation businesses.
From PMS selection to Salesforce implementation, revenue management systems to full commercial transformation. C-suite experience and genuine hands-on delivery in every engagement.
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Chief Commercial Officer · Urban Rest | Chief Marketing Officer · Quest Apartment Hotels | glh Hotels · London | IHG | EY
What I do
Operator-level thinking. Implementation capability.
I've been working in the accommodation industry for more than 20 years. Over the past two decades, I've held C-suite roles at some of Australia's most recognised hospitality businesses, scaling Urban Rest from 100 to 1,700 units internationally and leading commercial and digital transformation at Quest Apartment Hotels across 180+ properties.
The Accommodation Co. brings that experience directly to your business. Not advisory from the outside, genuine operator-level thinking, with the implementation capability to match.
20+
Yeas in accommodation
180+
Properties at Quest apartment Hotels
1500+
Units scaled at urban rest
4
markets:
AU - NZ - UK - IE
what I work on
Four Areas.
Measurable Outcomes.
Specialist work across the commercial and technology decisions that most directly affect how accommodation businesses perform and scale.
PMS Selection & Migration
Your PMS is the operational core of your business. I help operators select the right platform, build the business case, manage vendor relationships and lead the migration all while minimising disruption and setting the right foundations for scale.
Learn more →Demand, Revenue & Distribution
Revenue performance isn't just about pricing. It's about generating the right demand, through the right channels, at the right cost. I work with operators across the full commercial picture: revenue management strategy, distribution channel optimisation, OTA relationships, corporate and extended-stay demand development, direct booking strategies and the marketing capability that ties it all together.
Learn more →Salesforce for Hospitality
Enterprise Salesforce implementations across Sales Cloud, Revenue Cloud, Marketing Cloud, Data Cloud and Agentforce. Built by someone who has run these systems inside accommodation businesses at scale. Not a generic implementation but one that reflects how your business actually operates.
Learn more →Automation & Process Improvement
Most accommodation businesses run manual processes that should have been automated years ago. I identify the gaps, design the workflows and implement the systems from booking confirmation and guest onboarding through to corporate account management and post-stay engagement.
Learn more →
About
Jeff Baars
Founder, The Accommodation Co.
Two decades inside accommodation. C-suite roles at Urban Rest and Quest. Earlier career spanning IHG, glh Hotels London and EY. I founded The Accommodation Co. to work directly with operators who want that level of experience in their corner, without the overhead of a large consulting firm.
Based in Melbourne. Active working presence in London. Available to work on-site in both markets
How I work
Hands-on.
Outcome focussed.
Discovery
A structured conversation about your current situation, the specific challenge and what a successful outcome looks like. No cost, no commitment.
Scoping
A tailored proposal outlining the work, the timeline and the investment. Every engagement is scoped to the specific business.
Delivery
Embedded working sessions with your team. Direct access throughout. Knowledge transfers so capability stays in-house.
Handover
Full documentation, configured systems and trained teams at close. You leave operating independently, not reliant on ongoing external support.
Insights
Perspectives on accommodation,
technology & strategy.
Let’s talk
Working on a technology or commercial challenge?
Most conversations start with a 45-minute call. No pitch, no obligation, just a direct conversation about your situation.