Team Members

Ross’ role is that of a shepherd, steward, and servant leader, which form the core values of Jireh Hospitality. With over 35 years of experience in various development, hotel, & senior management roles in New Zealand and abroad, Ross is responsible for key partnerships as well as championing the company’s values and vision.
Although having been a keen basketball player for over 40 years, Ross never quite realized his dream of playing in the NBA. But he has since found his call in the hospitality industry!

Over 10 years of professional experience in the Auckland market, starting from scratch in the hotel industry.
Built comprehensive expertise in revenue optimization, market analysis, and understanding Auckland's unique tourism and hospitality dynamics.
Developed deep knowledge of Auckland's seasonal patterns, guest behavior, and local market conditions that drive hotel performance.
Now recognized as a seasoned professional in Auckland's competitive hospitality and broader business landscape, with proven ability to maximize revenue potential across various market conditions.

Doug Farr focuses on sustainability, innovation, and fostering collaboration among like-minded businesses.

With a background that blends tourism, business, and education, Doug brings a unique combination of commercial, environmental, and educational expertise to his work.

He has a deep understanding of New Zealand culture and leverages this insight to enhance visitor experiences and drive business growth.

Doug is a strong advocate for the triple bottom line approach—where profitability is built on sound business practices and long-term client loyalty is earned through care for both people and the planet.

His ventures have managed sustainable tourism systems within New Zealand and led initiatives that actively engage clients in positive, community-focused actions that reflect well on the businesses involved.

Doug’s work connects high-performing operators, building collaborative networks that jointly market and manage client relationships.

He currently advises international clients on improving customer experiences while fostering cultural understanding and environmental responsibility.

Doug has developed a strong presence in Asian and North America markets and works closely with these communities. A key part of his role is introducing New Zealand culture to new visitors, helping them better understand and engage with the local way of life.

Victor brings over 20 years of international hospitality experience across Asia and New Zealand, blending global insight with local expertise. From frontline sales to executive leadership, his career has been built on transforming hotels into thriving, guest-centric businesses.

Now leading Jireh Hospitality Group, Victor combines sharp commercial strategy with a people-first philosophy. With a background in marketing—and even a stint in beekeeping—he’s passionate about building sustainable, memorable hospitality experiences that perform.

Pla oversees the day-to-day operations of the hotel properties, ensuring an exceptional guest experience. She manages all service departments and maintains high standards across all areas of the business.

Originally from Spain, Ignacio has been working in the hospitality industry since 2013, with a strong focus on hotel operations and corporate sales. He manages relationships with the hotel’s key corporate clients and accounts, working to develop strong partnerships, drive corporate bookings, and ensure business clients receive tailored service and exceptional value across all properties.

Lenny is the Managing Director of VIPHostNZ, a company he founded in 2016. With a background in film production, Lenny brings a creative and operational lens to transport logistics. He plays a key role in ensuring the seamless integration of Māori values and perspectives across the organisation, providing cultural guidance and direction.
VIPHostNZ began by offering government and pre-booked tour transfers between Auckland and destinations such as Hamilton, Taupo, and Rotorua. Today, under a national contract with French company Europ Assistance, VIPHostNZ handles over 800 patient transfers annually to and from Auckland and Mercy Hospitals, delivering safe and reliable medical transport services across the region.