Jeff Baars is Chief Commercial Officer at Urban Rest, a leading provider of premium corporate accommodation across Australia, New Zealand, the UK and Ireland. With over 15 years of experience in commercial strategy, marketing, and digital transformation, Jeff has held senior leadership roles across the global hospitality industry, including Chief Customer Officer at Quest Apartment Hotels and senior digital roles at glh Hotels in London.

Since joining Urban Rest in 2022, Jeff has overseen commercial expansion into new markets, spearheaded a digital innovation, and helped position the brand as a disruptor in the flexible corporate housing space. He is also a board member of the Netherlands Chamber of Commerce Australia.

Jeff is passionate about building sustainable, tech-enabled experiences that bring joy back to the way people stay for work travel.