Australia: Flexible living operator Urban Rest has promoted Simon Farr to general manager for Australia.
Farr joined Urban Rest in 2022 and for the past three years has been leading the group’s global guest experience function.
With more than 15 years of experience across boutique and lifestyle hotels, his career includes leadership roles at Citadines Connect with The Ascott Limited, Park8, Pensione Hotel and other CBD-based properties within the 8Hotels group.
David Whelan, founder and CEO of Urban Rest, said: “Simon’s appointment to this role reflects the strength of our internal talent pipeline as well as our commitment to long-term leadership development. His strategic thinking and ability to translate vision into execution have been instrumental in our global growth. We are excited to see him step into this next chapter to drive further excellence across our business.”
Urban Rest has added 14 new properties to its network in 2025.
Highlights:
• Urban Rest has promoted Simon Farr to general manager for Australia, having first joined the company in 2022.
• Farr brings more than 15 years of experience with a background in boutique and lifestyle hotels including Citadines Connect and 8Hotels Group.
• Urban Rest added 14 new properties in 2025.
