Scaling Service with Agentforce: How Urban Rest Boosted Revenue 1400%
Urban Rest is redefining hotel operations with a digital-first, reception-less model powered by AI and Agentforce - scaling globally while keeping teams lean. With 775% property growth, 1400% revenue growth, and 30% of guest queries now resolved automatically by AI (with no dip in guest satisfaction), Jeff Bars’ approach shows how smart tech can elevate both efficiency and experience.
Jeff Baars
Jeff Barrs, Chief Commercial Officer at Urban Rest
Jeff Baars is the Chief Commercial Officer at Urban Rest, where he leads the company’s commercial strategy across Australia, the UK, Ireland, and New Zealand. With over 15 years of experience in hospitality and travel - including senior roles at Quest Apartment Hotels, GLH Hotels, and IHG - Jeff blends digital innovation with deep commercial insight to drive sustainable growth and elevate guest experience. He’s known for his hands-on leadership, strategic thinking, and strong financial focus, and also serves on the board of the Netherlands Chamber of Commerce Australia, supporting Dutch-Australian business relations.