Quest Apartments promotes CMO to new chief customer officer post

Apartment group creates a customer chief role as part of efforts to elevate guest experience in its 2022 brand strategy

Jeff Baars and Ellen Wilson
Jeff Baars and Ellen Wilson

Quest Apartment Hotels has created a new customer leadership role and appointed its chief marketing and digital officer to the job.

Jeff Baars, who has been with the hotel and accommodation provider for more than four-and-a-half years, has been promoted into the newly created role following a realignment around investing in the guest experience.

Quest said it has identified CX as one of the key drivers for brand success in 2022. Baars is tasked with elevating the Quest guest experience through strategic planning and effective implementation with the franchise network.

“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.”

The Ascott Limited managing director Australia, David Mansfield, said the chief customer officer role will provide the senior leadership team with enhanced visibility of the ways travellers engage with the Quest brand and 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,” he commented. “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.”

Following Baars’ role change, Quest has promoted Ellen Wilson to head of brand and marketing, overseeing the marketing and digital team supporting the group’s 170 hotels. Wilson joined the group in March 2020 as marketing and campaign manager after stints with Target and TerryWhite Chemmart.

In addition, given the broader scope of the brand business Unit, Quest said it has brought on Jason Potter as events and brand experience manager. The job encompasses event logistics management and guest experience improvement projects across the brand and in support of the leadership team. Baars, Wilson and Potter are all based in Melbourne.

Quest is one of several apartment and accommodation brands owned by Singapore-based The Ascott group. Others include Citadines, Somerset Serviced Apartments, FOX Hotels and The Crest Collection.

Read more: What Quest is doing to switch its lens from B2B to B2C engagement

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