Sunday, July 13, 2025
Urban Rest is setting the stage for a bold new chapter in Australia’s corporate travel scene, announcing Simon Farr as its new General Manager for Australia. This promotion isn’t just a routine title change—it marks a pivotal moment for a brand determined to redefine premium corporate accommodation with innovation and style.
Farr steps into the role with a wealth of experience, having shaped guest experiences and operational success across some of Australia’s most dynamic boutique hotels. His tech-driven vision has already transformed Urban Rest’s approach to hospitality, blending digital convenience with a human touch that today’s business travelers crave.
As Urban Rest continues to expand rapidly, adding 14 new properties in 2025 alone, Farr’s leadership will be crucial in navigating the brand’s ambitious growth. With demand for flexible, premium corporate stays surging in cities like Sydney and Melbourne, Urban Rest—and Simon Farr—are ready to lead Australia into a new era of travel.
Urban Rest Doubles Down on Domestic Growth
Australia’s corporate accommodation market is bracing for a major shake-up. Urban Rest, a rising disruptor in the premium serviced-apartment and corporate accommodation sector, has announced the promotion of Simon Farr to General Manager for Australia.
This move comes as Urban Rest races to meet surging demand from business travelers across the country’s booming urban centers. It’s a bold statement from a brand determined to cement its position as a leader in modern corporate stays, blending high-end design with tech-driven guest experiences.
Urban Rest isn’t merely expanding. It’s rewriting the playbook for how business travelers expect to live, work, and recharge on the road. And now, Simon Farr is at the helm of that mission in the brand’s home market.
A Leader Shaped by Boutique Hospitality Excellence
Simon Farr is no stranger to the pressures and possibilities of Australia’s fast-paced hospitality industry. With more than 15 years of experience, his career spans some of the nation’s most innovative boutique and lifestyle hotel brands.
Before joining Urban Rest, he made waves launching Felix Hotel with 8Hotels, Sydney’s first boutique airport hotel. He’s also held leadership roles at Citadines Connect with The Ascott Limited, Park8, Pensione Hotel, and other prominent CBD properties within the 8Hotels group.
At every stop, Farr has built a reputation for delivering standout guest satisfaction and driving revenue performance. His knack for blending operational rigor with creative thinking makes him uniquely equipped for Urban Rest’s ambitious growth plans.
Moreover, he embodies the new breed of hospitality leader—tech-savvy, guest-focused, and deeply committed to sustainable, scalable systems.
A Tech-First Vision for Corporate Accommodation
Urban Rest’s brand DNA revolves around modern design and seamless technology. Farr’s promotion signals an even deeper commitment to leveraging digital tools to elevate guest experiences.
During his tenure leading Urban Rest’s global Guest Experience function, Farr championed a tech-first approach. From intuitive digital check-ins to data-driven service personalization, he’s played a key role in transforming how guests interact with Urban Rest properties.
That vision is critical in the corporate travel landscape. Today’s business travelers demand fast, frictionless service that empowers them to focus on work and unwind efficiently. They expect personalized recommendations, streamlined processes, and flexible stays that adapt to changing schedules.
Urban Rest’s strategy aligns perfectly with these trends, positioning itself as more than just a place to sleep. It’s a home base for productivity, well-being, and modern living. Farr’s new leadership role ensures this vision will be expanded and executed at scale in Australia.
A Booming Corporate Travel Market
Australia’s corporate travel market has roared back to life in 2025. Major cities like Sydney, Melbourne, Brisbane, and Perth are witnessing sustained demand, fueled by the presence of national and global corporations.
Data from Tourism Research Australia shows corporate travel bookings in key urban centers are approaching—and in some cases exceeding—pre-pandemic levels. Companies are increasingly prioritizing high-quality accommodation options that combine privacy, flexibility, and a residential feel over traditional hotel models.
Urban Rest’s rapid expansion reflects this demand. In 2025 alone, the brand has added 14 new properties to its network, more than doubling its global footprint year over year. Farr’s promotion comes at a pivotal moment when capturing market share depends on agility, technological innovation, and strong operational leadership.
The Human Factor in Sustainable Growth
Beyond the impressive numbers, Urban Rest’s story is also one of culture. Farr’s promotion highlights the brand’s commitment to internal talent development and sustainable growth fueled by people, not just property pipelines.
Urban Rest emphasizes building teams that share a common purpose—to bring joy back to travel. It’s an ethos that has guided Farr’s leadership style. Colleagues describe him as deeply collaborative, focused on fostering a strong team culture while maintaining rigorous operational standards.
This human-centered approach isn’t just feel-good branding. It’s smart business. In an industry where turnover can derail guest experience and revenue performance, leaders who inspire loyalty and innovation are invaluable assets.
A Disruptor Ready for the Next Level
Urban Rest’s success hasn’t gone unnoticed. Industry insiders recognize the brand as a disruptor to watch, challenging traditional hotel chains and serviced-apartment providers with a compelling blend of premium design, flexible inventory, and digital convenience.
Under Farr’s guidance, Urban Rest will aim to deepen its presence in established markets while exploring new opportunities in emerging business hubs across Australia. His operational expertise will be crucial in managing growth without compromising the brand’s high standards.
Moreover, his vision for integrating technology into every facet of the guest journey sets Urban Rest apart in a market hungry for innovation. It’s not enough to offer stylish rooms—today’s corporate travelers want control, customization, and efficiency, all delivered seamlessly through smart tech.
Farr’s leadership will help ensure Urban Rest continues to meet—and exceed—these expectations.
The Future of Corporate Travel in Australia
The corporate accommodation sector in Australia is entering a transformative era. As travel rebounds, companies are reevaluating how and where they house employees on the move. Demand is shifting toward properties that offer space to work, amenities for well-being, and technology that simplifies every aspect of a stay.
Urban Rest sits at the intersection of these trends. Its growth trajectory is fueled by a belief that business travelers deserve more than bland hotel rooms. They deserve thoughtfully designed spaces that make travel feel less like a chore and more like an opportunity.
With Simon Farr now leading the brand’s Australian operations, Urban Rest is poised to capitalize on these changes. His blend of operational savvy, technological fluency, and passion for guest experience makes him the ideal steward for Urban Rest’s ambitious future.
A New Era for Urban Rest
Simon Farr’s promotion isn’t merely an internal milestone. It’s a clear signal that Urban Rest is preparing for an aggressive, thoughtful expansion in Australia.
The stakes are high, but the opportunities are even higher. As corporate travel in Australia continues its resurgence, Urban Rest is betting big on innovation, personalization, and the transformative power of great leadership.
For business travelers—and for the broader hospitality industry—this is a story worth following. Urban Rest isn’t just growing. It’s redefining what corporate accommodation can and should be in a new era of travel.
