3 minute read
AUSTRALASIAN LEADERS: GEOFF YORK, CRYSTALBROOK COLLECTION
AUSTRALASIAN LEADERS: Geoff York
Chief Executive Officer, Crystalbrook Collection
IN 2022, AUSTRALIANS bounced out of their COVID cocoons and started travelling again. Consumers were ready and our teams were too. Our hotels in Cairns, Byron, Brisbane, Sydney and Newcastle, were perfectly positioned to capitalise on this pent-up demand. Our results reflected strong occupancy figures and increased average room rates across the board.
One of the biggest moments of the year, however, was our purchase of Rydges Sydney Harbour. It represents our second Sydney based hotel. Post refurbishment and repositioning, it will be a stunning flagship property for the group and a great addition to The Rocks precinct. We also opened Arte wine bar in Cairns and Mews restaurant in Brisbane.
Crystalbrook Byron recorded strong occupancy figures in 2023
The past 12 months were not without challenges. Amongst those were airline flight availability and pricing, plus increased hotel operating costs, from linen to staffing, all impacting our bottom lines.
This year will see the real impact of rising interest rates and inflation on consumer confidence, discretionary spend and travel. What’s already here is a return to value (not price, however) being dominant in buying preferences, along with the need for flexible booking conditions.
However, the market mix is shifting. If 2022 was the year of domestic travellers, I hope 2023 will be the year of international holiday makers, not just visitors.
There are three areas I believe will define who emerges most successful this year:
Power of data - Hotel groups with a single customer view across their portfolio will stream ahead as they leverage behavioural data to deliver meaningful communication and personalised experiences. We’re automating what we can to free up our staff so they can engage with guests in a more meaningful way.
Geoff York, Chief Executive Officer, Crystalbrook Collection
Make it local and unique - With increasingly levels of global homogenisation, travellers who are looking to taste, see and feel the differences of the world, will gravitate to brands that deliver unique experiences.
Sustainability a basic requirement - Sustainable design and practices are becoming the base norm for customers. It’s a ticket to play. As consumer values strengthen, so too will their demands on companies to not only be limiting their global impact but improving it.
2023 will be an exciting year for Crystalbrook. We will continue to invest in delivering world-class, luxury, sustainable and unique stays. We will find that special hotel in Melbourne to join our group. We will look offshore. Watch this space.
SNAPSHOT: CRYSTALBROOK COLLECTION
Current number of hotels & rooms: 8 hotels; 1,476 rooms
Year the company was founded: 2017
Year first hotel opened: 2018
Number of brands in the organisation: 3 Head office locations: Sydney
