Quest Apartment Hotels has created a brand new role, chief customer officer, and promoted chief marketing and digital officer Jeff Baars to the position.
David Mansfield, managing director for parent company The Ascott Limited in Australia, said the new role is designed to deliver pertinent insights for the senior leadership team on how travellers engage with the Quest brand and to provide contribute customer-centric ideas on building stronger guest relationships.
“Ensuring we are meeting and responding to the changing needs of guests forms the core of our strategy for success at Quest this year,” said Mansfield. “I congratulate Jeff on his appointment as chief customer officer. Jeff’s passion for the brand perfectly aligns with our plans for keeping the guest experience top of mind as we invest in growing our brand equity.”
Baars, who has worked at Quest for almost five years, said he was looking forward to continuing to provide new solutions to improve the guest experience at every stage of the customer journey with Quest.
“I’m excited for the year ahead, as we continue to explore new ways of enhancing guest experiences for every type of stay,” he said.
“I see my new role as another investment by Quest in achieving our vision of being recognised as the preferred franchising provider due to our proven track record in franchisee success and increased value of their business. Building an emotional connection with our guests, team members and the wider community is our key objective. The more our brand resonates, the more valuable our brand becomes – that’s our shared goal.”
Another promotion sees Ellen Wilson head up brand and marketing, where she will steer the strategic direction and oversee daily operations of the marketing and digital team.
Baars said he was thrilled to see Wilson join the leadership team.
“I congratulate Ellen on her appointment, and I look forward to seeing her excel in the role,” he said.
Jason Potter has also been appointed as events and brand experience manager at Quest.
