Jeff Baars is a hospitality leader and Chief Commercial Officer at Urban Rest, driving commercial operations across Australia, Ireland, and the UK. He previously served as CMO at Quest Apartment Hotels and held senior roles at GLH Hotels and IHG, focusing on brand strategy and guest experience. A board member of NCCA since 2022, Jeff also advised hospitality firms on digital transformation. His expertise blends strategy and innovation to elevate brands and enhance customer engagement.