Raffe Hotels & Resorts has appointed experienced hotelier Ali Simforoosh as Group Director of Commercial, overseeing commercial, sales and revenue strategy across Plantation Island Resort, Lomani Island Resort & Spa and Fiji Gateway Hotel.
The newly created position builds on the group’s sales and marketing function, bringing an expanded focus on commercial strategy and revenue management. The appointment followed the departure of Group Director of Sales & Marketing Heather Gordon, a widely respected figure in Fiji’s tourism industry.
Simforoosh has nearly 20 years’ experience in hotel operations and commercial leadership across the Asia-Pacific, including senior roles with The Langham and Hilton. In addition to his industry experience, he holds a master’s degree in marketing from the University of South Australia.
Most recently, Simforoosh spent seven and a half years leading commercial activity for Hilton’s South Island New Zealand portfolio.
Based in Queenstown, he led sales, marketing, revenue, and distribution strategy for properties including Hilton Queenstown Resort & Spa. He also contributed to regional tourism initiatives through Destination Queenstown. His earlier roles include Director of Revenue Management with The Langham in Auckland.
For Simforoosh, the move to Fiji combined his professional experience with a personal interest in the country and its people.
“I have always been fascinated by the Fijian culture and hospitality as well as its unique natural setting,” he said.
“I am excited to join Raffe Hotels & Resorts, an established hotel group with deep roots in Fiji’s hospitality industry.”
Raffe Hotels & Resorts Chief Executive Officer Lee Pearce welcomed him to the team.
“Ali brings considerable experience across hotels and resorts, along with an understanding of how a destination and its tourism partners work together,” said Pearce.
“Each of our properties has its own character and loyal guests. Ali will work with our teams to build on those strengths, support our travel partners and bring an expanded commercial focus to the group.”
He also acknowledged Gordon’s contribution to Raffe and its relationships across the travel industry.
“I’d like to thank Heather for her dedication to Raffe and the relationships she has built with our teams and travel partners. She leaves a strong foundation for Ali to build on, and we wish her well,” he added.
Simforoosh will work across a portfolio spanning family island holidays at Plantation Island Resort, adults-only stays at Lomani Island Resort & Spa and accommodation directly opposite Nadi International Airport at Fiji Gateway Hotel.
Explore the Pacific edition here
