Robert Crook
Robert Crook
Hotel Advisor

Robert is a 40 years Hospitality Industry professional, spending the early part of his career working in hotel operations, hotel general management and franchising with IHG. For 17 years he focused on the “White Label” independent hotel management company sector with Chardon Management Ltd and Interstate Hotels and Resorts.

Developing and opening numerous hotels with Owners, recruiting and developing teams of great professionals, introducing systems and technology to support the growth of Interstate Hotels and Resorts to 65 hotels across Europe at the end of 2016.

Robert has formed many excellent, long-lasting relationships with a broad spectrum of industry-specific contacts in banking, investment companies, hotel owners, hotel brands, Industry specialists and professional bodies. Robert now enjoys supporting the businesses he works with, very much in Non-Executive and Advisory Roles.

Robert lives in Arnside in Cumbria with his wife Karen, enjoys the Lakes frequently, driving the local community bus, long-distance walking and wild swimming.

Speaking at The Annual Hotel Conference (AHC)

Inside Out - Insights from The General Managers

What does running a hotel looks like now? Hotel general managers discuss how the role of GM changed, how they re-adjusted their priorities, how they deal with staffing challenges and how to transform a hotel into a local community hub.