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Matt Luscombe

Chief Executive Officer at Cycas Hospitality

Matt Luscombe When Matt became Cycas Hospitality’s first Chief Executive Officer on 1 March 2019, his appointment signalled an exciting new chapter for the company. Bringing nearly 20 years of hospitality and consumer experience, Matt’s priority is to drive Cycas’s next phase of growth and ensure the company achieves its ambition of tripling in size to 10,000 rooms across Western Europe. During his decade with InterContinental Hotels Group (IHG), Matt held several senior leadership positions, most recently as Chief Commercial Officer for Europe, where he was responsible for building the company’s hotel and loyalty brands and commercial delivery. Prior to that, he spent five years heading-up IHG’s franchise business across Europe and Africa, including working with Cycas Hospitality from its earliest days, and leading the hospitality industry’s first Olympic partnership with the London 2012 Games, based out of Cycas’s dual-branded property in London Stratford City. Matt joined Cycas from Coles Group, one of Australia’s leading retailers, where he was General Manager accountable for strategy and shared services across all of the supermarket Business Units. His specific responsibilities included Pricing, Value Strategy, Supplier Management, Product Ranging, Space Planning, Training, IT Systems and Strategic Transformation. Matt has degrees in Economics and Management Studies from the University of Cambridge. Outside of work, he is a proud father of two, young children. In a past life, he taught his wife, Jo, to row, and coached her throughout a ten-year international rowing career, including to a silver medal at the World Rowing Championships. From its earliest days, Matt has always admired Cycas’s distinctive values and culture. He is committed to growing the company in a way that stays true to the Cycas ethos of making its hotels the best places to work as well as to stay. Matt is proud to be leading a team with a passion for memorable service, a dedication to delivering outstanding owner returns, unrivalled partnerships with some of the world’s largest hotel groups, and the ambition to become Europe’s leading hotel management company.

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Insights by Matt Luscombe (2)

Will the value of brands remain sustainable in today's distribution age?

In short, no. The era of the hotel chain is not coming to an end as they certainly bring value to the industry in many ways, but the way hotels do business is unquestionably changing.

The Value Of Brands In Today’s Distribution Age

If you'd asked me ten years ago about the future of hotel brands in the digital age, I'd have been uncertain. I could see the dramatic changes that were happening. Hotels' 'distribution costs' - particularly commissions paid to online travel agents (OTAs), other online intermediaries and brand loyalty schemes - were increasing rapidly, while fees paid to 'traditional' partners - wholesalers, tour operators, GDS, agents and the brands, themselves - showed no signs of decline.
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