Raffe Hotels Appoints New Commercial Director in Fiji
Raffe Hotels & Resorts has appointed Ali Simforoosh as its new Group Director of Commercial, overseeing strategy across its three Fiji properties. This leadership change follows the recent departure of former director Heather Gordon from the tourism industry group.
What happened
The hospitality group has created an expanded role to strengthen its commercial, sales, and revenue management functions. Simforoosh brings nearly two decades of experience in hotel operations and commercial leadership throughout the Asia-Pacific region. His background includes senior positions with major brands such as The Langham and Hilton. He holds a master’s degree in marketing from the University of South Australia.
Most recently, Simforoosh served for seven and a half years leading commercial activities for Hilton’s portfolio in New Zealand’s South Island. Based in Queenstown, he directed sales, marketing, revenue, and distribution strategies for properties including the Hilton Queenstown Resort & Spa. He also participated in regional tourism initiatives through Destination Queenstown. Earlier in his career, he worked as the Director of Revenue Management for The Langham in Auckland.
Simforoosh cited a fascination with Fijian culture, hospitality, and the unique natural setting as key reasons for joining the group. He expressed excitement about working with an established hotel brand that has deep roots in the local industry. Raffe Hotels & Resorts Chief Executive Officer Lee Pearce welcomed the appointment, noting that Simforoosh understands how destinations and tourism partners collaborate. Pearce highlighted that the new director will work with teams to build on the distinct character of each property and support travel partners. The executive also thanked Gordon for her dedication and the strong foundation she left behind for her successor.
What it means for travelers
The appointment affects the commercial strategy for Raffe Hotels’ diverse portfolio in Fiji. The group manages three distinct properties: Plantation Island Resort, which offers family island holidays; Lomani Island Resort & Spa, which provides adults-only stays; and Fiji Gateway Hotel, located directly opposite Nadi International Airport. The new leadership aims to enhance the commercial focus across these varied accommodations.
Travelers can expect a continued emphasis on the unique character of each resort, supported by strengthened relationships with travel partners. The expanded commercial role suggests a coordinated approach to sales and revenue management across the island locations. This structural change is designed to build on the existing strengths of the group’s established properties.
Key details
- Ali Simforoosh is the new Group Director of Commercial for Raffe Hotels & Resorts.
- He replaces Heather Gordon, who departed as Group Director of Sales & Marketing.
- Simforoosh previously led commercial activity for Hilton’s South Island New Zealand portfolio for seven and a half years.
- The group manages Plantation Island Resort, Lomani Island Resort & Spa, and Fiji Gateway Hotel.
- Lee Pearce is the Chief Executive Officer of Raffe Hotels & Resorts.
