Graham Perry Email & Phone Number

Sydney, Nsw, Au

About Lifestyle is perfectly positioned to help travel, tourism and hospitality partners bring their strategic visions to life profitably.About Lifestyle helps clients to align brands, products and services to the ever-changing customer need. The business offers a range of management services including – visioning, strategic development, brand architecture, commercial initiatives, AI, digital and mobile developments, research and sales and marketing support. Clients include:Digital/Online – Digital DM, homeselling.com (myhome), Insite Digital, Loft Digital, SkillsOne Television, Vividas (Snoop cards, post.e), Vox Media. Mobile – See Through. Publishing – Fairfax Media, Focus Publishing. Consulting – Capital Group, Managers & Directors. Travel, Tourism and Hospitality – AAA Tourism, Australian Regional Tourism Network (ARTN), Central NSW Tourism, Colmar Brunton, CRC for Sustainable Tourism, Decipher Technologies, eRoam, Exclusive Estates Australasia, Harvest Trail Television, KEYPR, Mudgee Tourism, Mudmaps, Murray Campaign Committee, NRMA Travel, Orange Food and Wine, Restaurant & Catering Australia (R&CA), Pacific, Tourism New South Wales.Real Estate - Exclusive Estates Australasia

Sydney, New South Wales, Au

Accommodation Australia (AA) and previously Tourism Accommodation Australia (TAA) represents the needs and interests of the substantial operators of Australia’s accommodation industry, providing leadership for its members through advocacy, industrial relations and legal support, intelligence, research, education and networking.

Phoenix, Arizona, Us

Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,200* hotels in more than 100* countries and territories worldwide. There are 115* Best Western hotels in Australia and New Zealand. Best Western offers 10 hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, GLō®, Executive Residency by Best Western®, BW Premier CollectionSM by Best Western, and BW Signature CollectionSM by Best Western; as well as its recently launched franchise offerings: SureStay® Hotel by Best Western, SureStay Plus® Hotel by Best Western and SureStay Collection® by Best Western. Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and online and mobile booking capabilities. Over 35 million travellers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. All Best Western and SureStay-branded hotels are independently owned and operated.

Sydney, New South Wales, Au

BWH Hotels are a leading, global hospitality network comprising: WorldHotels, Best Western® Hotels & Resorts and SureStay® Hotels. Built on the foundation of Best Western Hotels & Resorts (Best Western), an iconic hotel brand with a proud legacy of over 70 years’ experience, BWH Hotels was formed following Best Western’s acquisition of another renowned hotel brand, WorldHotels. WorldHotels boasts a stunning collection of hotels and resorts in premier destinations around the world in the upper upscale and luxury segments. With SureStay Hotels already experiencing tremendous success in the economy segment under the guidance of Best Western, the WorldHotels acquisition brought together three standouts and created a portfolio of hotel options in every market segment – from economy to luxury. BWH Hotels serves as the umbrella parent organisation, bringing a full-suite of options to travellers, owners, investors and developers, while also protecting the unique identity of each brand. This creates a global network of approximately 4,300 hotels across every chain scale segment, in nearly 100 countries and territories worldwide. BWH Hotels collection of brands include WorldHotels brands: WorldHotels® Luxury, WorldHotels Elite, WorldHotels Distinctive and WorldHotels Crafted; Best Western Hotels & Resorts brands: Best Western®, Best Western Plus®, Best Western Premier®, Executive Residency by Best Western®, GLō®, Aiden®, Sadie®, BW Premier Collection®, and BW Signature Collection®; and SureStay Hotels brands: SureStay®, SureStay Plus®, and SureStay Collection®.

Loft Digital is a wholly owned subsidiary of Loft Ventures established to provide business enterprise solutions for clients primarily within the travel, tourism and hospitality sector. Its primary focus is to help clients to use products and emerging AI and machine learning technology to disrupt, transform and monetise their existing business models and performance and to help them devise new products and enter new markets.

Mentone, Victoria, Au

eRoam is an exclusive global travel technology platform that senses and serves bespoke dynamic travel itineraries in real time by matching the unique profile of the traveller against the precise match of peer group cohorts and what is trending and available at the time for the desired trip. The itinerary is created in seconds and includes recommended destinations and length of stay, flights, other transport, accommodation, activities, events and much much moreUsing proprietary AI and machine learning technology, eRoam instantly trawls hundreds of millions of data points – including live travel inventory, peer group likes and dislikes and traveller reviews and recommendations – ingested from thousands of relevant channels to identify options, check prices and availability to create the personalised travel itinerary Once booked and paid for, the itinerary is transferred to the travellers eRoam mobile device where it can be stored, viewed and shared. It can also be used to explore any other destination(s) worldwide

Facilitated commercial discussions between Immersive and eRoam.Immersive Travel Solutions uses AI and machine learning to ingest travel experience and activity content for destinations worldwide. The content is customised for travel partners and personalised for individual travellers. Refer to 2 minute video clip: https://spaces.hightail.com/receive/syJvSImmersive has a 15-year track record providing technology solutions for the private and public sectors. It solves big data problems by providing world-class agile business intelligence services and solutions to unlock value through information, data and technology. Its best work typically comes when there is a need to navigate complex technology alternatives or develop new technology platforms where nothing currently exists in the market.

Inland NSW was a membership based regional tourism organisation (RTO) formed in January 2011 with the objective of doubling overnight visitation expenditure by 2020. The organisation covered 40% of the state and took a new approach that placed the consumer at the centre of its strategy Membership comprised 37 Local Government Areas (LGA’s), multiple associations and operatorsKey achievements:• Four-year aggregate growth in visitor expenditure for the Inland region was 21.41%, versus a regional average of 12.30% and a NSW state-wide average of 14.74%. Source Tourism Research Australia• The 2015 EC3 Global ASPIRE Report benchmarked performance against other regional tourism organisations across Australia. The 2015 report notes that Inland NSW led the way nationally in key metrics, including cooperative marketing income generated per member (achieving $9,004 versus a benchmark of $400) and growing marketing and industry development expenditure by 255% in the year since 2013/14• Secured and managed $13M involving 60+ product development and cooperative marketing programs• Undertook a ground breaking consumer research program that identified 12 key consumer insights • Identified eight regional communities and championed the development of 8 regional brands• Engendered collaboration with multiple stakeholders and reduced parochialism • Pioneered a new approach to Destination Management and published 4 regional Destination Management Plans (DMP’s). Appointed eight community steering groups to oversee implementation • Formed Destination Far West as an industry body for the region with 70+ members and produced and distributed the 2016 Outback Visitors Guide• Established a ground breaking strategic partnership with Bauer XCel Media who along with Destination NSW committed funds for a new digital platform “Travel In”

Sydney, New South Wales, Au

Initially employed as GM, Online Real Estate the role was expanded to include responsibility for the whole of Classifieds.Fairfax Digital operates leading classified web sites in real estate, jobs and cars. Key outcomes:• Restructured the Classifieds business from a national to a state based structure• Real Estate – Achieved revenue growth of 36% YOY. Agents Revenue grew by 45%. EBITDA grew by $60% • Employment – Achieved revenue growth of 29% YOY. Recruiter revenue increased 44% YOY and corporate and government increased 65%. EBITDA increased 44%• Automotive – Achieved revenue growth of 30% YOY. Dealer revenue grew 20.8% YOY. • Achieved leadership in real estate with Domain.com.au becoming #1 in NSW• Launched an integrated print and online media solution for MyCareer customers with the Sydney Morning Herald in NSW and for Domain and real estate customers with The Age in Victoria• Established common Classified brands with Fairfax Media (print) for Domain, My Career and Drive

Sydney, New South Wales, Au

The Australian Commonwealth Government established See Australia Pty Limited in 1999 to stimulate growth in domestic tourism. Whilst contributing $53 billion to the Australian economy in 1998 domestic tourism had experienced growth of less than 1% p.a. over the previous 10 years. Key achievements:• Exceeded all KPI’s including 3% industry growth p.a. during the campaign period• Secured $64m in funding from the Commonwealth government and $4m from the State and Territory governments for the period 1999 to 2008 - including $45.4m within the 2003 Tourism White Paper • Secured $10m (minimum $4m required) from national industry partners including: AAA Tourism, Accor, Ansett, Australian Geographic, Avis, Best Western, Big 4, Britz, Captain Cook Cruises, Hertz, MasterCard, Qantas, Travel.com, Trendwest and Voyages• Established “See Australia” as the brand, the company name, the call to action and the web site www.seeaustralia.com • Oversaw branding and launched the Ernie Dingo “Go on get out there. See Australia” campaign that achieved 75% + in prompted brand awareness in Australia• Created a new psychographic segmentation for the industry and identified 5 new consumer segments/mind-sets; Pampadours, Compatriots, True Travellers, Wanderers and Groupies• Appointed a member of the Strategic Review Group to oversee the formation of Tourism Australia following amalgamation of The Australian Tourist Commission (ATC), See Australia and The Bureau of Tourism Research (BTR) • A member of the Tourism Australia executive team that developed the corporate vision and strategy• Established strategic alliances - at the highest level - with Media and industry (including: PBL - channel 9; ACP; ninemsn; Qmedia); News limited and the Australian Automobile club• Maintained support at the highest level in government - and government departments - including: PM&C, Treasury, Finance, Trade, ITR (Tourism) and DoTaRS (Transport and regional services)

Appointed Chief Executive to transform the business from a medium size generalist travel agency group with a vision “to become the pre-eminent leisure travel group in Australia”Key achievements:• Achieved a turnover of $1.2b p.a. (+ 53%) and led a team of 1500 staff and 420 travel centres • Divested of Traveland’s $150m business travel division to form Carlson Wagonlits Australia• Re-engineered the Master Franchise Agreement and added 200 franchisees without losing a single 1• Acquired: Travellers, Jayes Travel, Travelstrength, NRMA Travel, RACV Travel and Ansett Retail• Contracted Flybuys, which came to represent 38% (or $380M) of annual turnover within 3 years • Increased Ansett (parent) availed revenue by 43% and named “Travel Group of the Year” twice• Established leadership in e-commerce through on-line and telephony strategies • Secured designation as “Official Travel Agent of the Sydney 2000 Olympic Games”• Managed the prestigious Coles Meyer and ANZ accounts for Ansett representing revenue of $20m p.a• Maintained successful working relationships with Board, Ansett executive and senior management • Maintained multiple stakeholder relations with with franchisees, preferred partners including airlines, wholesalers, accommodation operators, operators and competitors

Us

Appointed to lead the business and grow market share in EMEA. Key achievements:• Facilitated the sale of Sterling Hotels and Resorts to Anasazi in late 1995• Managed a team of 6 in London, 3 in Frankfurt and General Sales Agents (GSA’s) throughout EMEA• Managed the relationship with head office in Dallas, Texas and the Saison Group representative

ABC international, published airline, fares and schedule guides for the travel agency and corporate sector. Appointed to establish a new corporate division to complement the core but mature travel industry division to drive new revenue growth from the corporate sector. Managed a team of 50 plus 30 GSA’s. Key achievements: • Achieved a contribution of $3.5m and supported $45m of annual airline advertising revenue • As Managing Director of “ET” Executive Travel increased circulation and profits by 10%• Instrumental in the acquisition of Official Airline Guides (OAG), ABC’s biggest US based competitor

Chessy, Ile-De-France, Fr

Appointed to lead distribution for Disney’s seven hotels and resorts – Disneyland Hotel, New York Hotel, Sequoia Lodge, New Port Bay Club, Cheyenne. Santa Fe and Davy Crocket Camp Ground. With responsibility for 200 staff, 1 million + reservations p.a. and 5700 rooms. Responsibility for The Disney Call Centre (CRO), international sales and Euro Disney Vacance - Disney's in-house tour operator (wholesaler). Chairman of ETAC (travel agent retail council) and ETOC (tour operator wholesale council) Key achievements:• Achieved KPI’s - improved yield by 15%, increased occupancy from 60% to 80% and maintained call centre service benchmarks at 95% of calls answered within 3 rings • Re-engineered central reservations and reduced the annual budget from $23m to $13m p.a.

Utell International was the world’s largest hotel, marketing and reservations company with 6,500 hotels and resorts worldwide. After 10 years working across multiple roles was appointed to lead EMEA with responsibility for 175 Utell staff, 2,500+ properties and 11 regional sales and reservations officers.Key achievements:• Achieved a contribution of $15m p.a. and increased revenue and profits by 28% p.a.• Launched e-commerce strategy that ultimately delivered 30% of the companies European sales• Developed and launched “HotelSpace”) – endorsed by the Guild of British Travel Agents (GBTA) • Negotiated becoming preferred retail partner of Hogg Robinson, Amex and Carlson Wagonlit• Established a partnership with Nyman and Schultz in Sweden to develop and launch “BookHotel”Additional roles between 1980 and 1989 based in London, Toronto and New York Director of Marketing (1985 – 1989)Director of Sales and Operations, Europe (1985 – 1986)Country Director, Canada – (1983– 1985)Marketing Manager (1981 – 1983)Trade Conventions Manager – (1980 – 1981)