Stepping into the role of National Sales Manager at Resort Brokers Australia in 2011, Trudy Crooks was instrumental in virtually doubling the firm’s sales volume and increasing total sales value by 120 per cent.

Trudy is the driving force behind the agency’s ongoing success and expansion, handling recruiting, induction and all broker training while acting personally on key transactions nationwide.

Responding to demand for Resort Brokers’ services in the hotel sector, she launched a dedicated Hotels Division focused on assisting major hotel operators such as Accor, Mantra, Quest and Minor International expand their footprint in Australia. 

How did you get into the hotels industry?

I started with our family company, Resort Brokers Australia, straight out of school. When my father, Ian Crooks, established the business in 1985, it was the first agency in Australia to focus exclusively on accommodation business and property sales.  Today it is the nation’s longest established and most experienced specialist agency in the tourism property sector.

So I owe everything I know and have achieved in the industry to my Dad.  I made my first motel sale when I was just 19 years old.  It’s hard to believe it was 17 years ago.

What are some of your career highlights from your time in the industry?

Number one is having the opportunity to work with my family to grow our company to become a market-leading boutique accommodation agency. 

Since I stepped up to the position of National Sales Manager in 2011, we’ve expanded our broking team from just six to a national network of 35 and still growing.  In five years, we doubled the firm’s sales volume and increased total sales value by 120 per cent.

Taking the company into new territory, selling larger hotel properties, has been a highlight.  Personal highlights on that path have included my sale of the Sebel Launceston (1st major hotel sale for around $10 million) and then Elan Soho Suites in Darwin, which sold to Minor International for almost six times that amount.

Right now, I’m very excited to be working on the sale of some large and quite diverse listings, including Fitzroy Island in on the Great Barrier Reef in Far North Queensland and Mackay Marina, which has a major commercial property component.

What are the biggest issues facing the hotel industry at the moment?

Australia needs to deliver new hotel stock to grow our valuable tourism industry and to keep tourists interested and coming back.  That’s challenge number one.

Challenge number two is that it is becoming increasingly difficult, because of the scarce availability and cost of prime sites plus rising development costs, to make new hotels financially viable for all stakeholders – developers, investors and operators.  That’s why management rights are gaining so much more attention as a preferred operational model.

How has the industry changed in the time you have been involved with it?

In regional areas, where traditionally the accommodation industry is dominated by what people term ‘Mum and Dad’ operators, we’ve seen a trend toward much younger operators.

Across the board, for operators everywhere, the move to the digital world has seen a massive change in the way people find, book and review accommodation.  For operators, the job of managing online marketing strategies and booking channels is critical.

And, of course, Airbnb has emerged as a major disruptor.  What is interesting though, is that hotel operators have met it head on, viewing the so-called sharing economy as a catalyst for them to lift the bar.  Traditional accommodation operators are meeting the challenge by focusing on their strengths – superior customer service, depth of experience in looking after guests, and developing valuable and effective loyalty programs.

What changes would you like to see over the next two to five years in the industry?

I would like to see management rights established in across Australia as a preferred operational model because it is one of the only feasible paths to ensure the growth of the industry.  Management rights benefit all stakeholders.  

Developers can build and sell the units at retail residential prices, hotel operators are able to grow room inventory for a fraction of the price of freehold purchase and, for unit investors, quality management drives strong returns.

Secondly, I would like to see an even greater focus by all levels of governments on supporting and growing tourism and accommodation.  Industry advocacy groups like the Accommodation Association of Australia (AAoA) do a brilliant job, but I’m not sure our sector gets the recognition it deserves as one of our greatest economic powerhouses.

Constantly the politicians talk about jobs and growth.  They must see that tourism and hotels can deliver that.  We are a labour-intensive industry in the box seat to deliver prosperity as services and exports pick up where the mining boom left off.

What is your favourite hotel and holiday destination?

As far as a location goes, I’m still in love with my most recent destination, which was Mexico.  Just fabulous. 

But, when it comes to accommodation, I’d nominate something closer to home.  If you want to be utterly nurtured in a breathtaking location, you have to visit Spicers Peak Lodge in South East Queensland’s Scenic Rim region.  Creature comforts served with impeccable style!

See also:

Get to know John Blacklow

Fitzroy Island Resort For Sale Great Barrier Reef Australia

Get to know Ian Crooks