Expecting to meet in the lobby, I find Barry Robinson in the kitchen of his Surfers Paradise hotel. A stickler for quality, he’s joined the team ‘back of house’ to lend a hand. Barry’s presence infuses the kitchen with an infectious energy. He jokes with the team, which breaks the ice and gets them all laughing.
Currently serving as the President & Managing Director of International Operations for global hospitality giant Travel + Leisure Co., Robinson is a key figure in a company that boasts more than 245 vacation club resorts, over 20 brands, and an enterprise value of approximately $8.09 billion.
With the task of accelerating club member growth outside North America, Robinson’s strategic manoeuvres have propelled Travel + Leisure Co. into uncharted territories, expanding its reach and influence internationally, entering markets like Thailand, China, Japan, Indonesia, and Europe.
In a strategic acquisition, Robinson recently orchestrated the purchase of Accor Vacation Club, further solidifying the foothold Travel + Leisure Co. has in the Asia Pacific region. This landmark deal not only expands the company’s portfolio but also underscores its commitment to offering unparalleled experiences under Accor’s portfolio of prestigious brands.
But how did this titan of the hospitality industry forge his path? In a candid reflection, Robinson chuckles, “Washing dishes,” recalling his initiation into the world of hospitality. At age 10 in Kaitaia, New Zealand, he found himself elbow-deep in suds, dutifully scrubbing pans in his parents’ hotel kitchen.
Little did he know, those formative years would lay the foundation for an extraordinary career—one marked by innovation, excellence, and an unwavering commitment to customer satisfaction. It was within those hotel restaurant walls, that Robinson’s passion for hospitality was ignited, and his innate ability to craft unforgettable experiences for guests honed to perfection.
From the outset, Robinson harboured a vision far grander than mere accommodation. He sought to elevate hospitality and disrupt the industry while infusing each customer interaction with a touch of magic—the elusive “wow factor” that would set his establishments apart from the rest.
For the last 20 years, Robinson has focussed on vacation clubs, reshaping the traditional timeshare model with his visionary approach.
After building the successful Club Wyndham South Pacific into a portfolio of 53 resorts and close to 60,000 members, Robinson’s journey into redefining vacation ownership continued with the establishment of Club Wyndham Asia—a modern vacation club offering short-term memberships.
Club Wyndham Asia has a particularly strong resonance among Chinese members, followed closely by those from Thailand, Indonesia and Japan. Robinson attributes this success to a fundamental understanding of today’s travellers’ desires—spacious accommodations, family vacations, and warm hospitality.
In 2022 Robinson led the acquisition of the Sundance Resort Club in Japan with 17 resorts and in March this year the acquisition of Accor Vacation Club Increased the Travel + Leisure Co. portfolio outside of the Americas to four clubs, 77 resorts and 100,000 members.
Providing members with access to a network of resorts worldwide, from the pristine shores of Fiji to the enchanting landscapes of Tuscany, these clubs have captured the hearts of travellers seeking compelling value and unforgettable experiences.
“As hotel room rates continue to soar, our vacation clubs provide families with a way to keep their travel dreams in reach. By joining the club, you gain access to a vast choice of future holiday accommodation at today’s price. Our members can make great savings, because the exchange value of current club resorts will not increase; you will use the same number of member points to book the same vacation suite today as you will in 10 or 20-years’ time,” said Robinson.
Over the years, Robinson’s entrepreneurial spirit has led him to traverse continents, leaving an indelible mark on the global hospitality landscape. Yet, amidst the accolades and acclaim, he remains grounded, never forgetting his humble beginnings in that modest New Zealand hotel kitchen.
With a service culture instilled from an early age, Robinson’s vision extends beyond accommodations; it encompasses experiences, each meticulously curated to surprise and delight. From indulging in floating breakfasts in Thailand to animal encounters at a hobby farm in Tasmania, club members are treated to VIP treatment and unwavering service excellence at every turn.
As Robinson steers the international operations of Travel + Leisure Co. towards new horizons, the future looks brighter than ever. Key partnerships forged between Club Wyndham Asia, Air Asia, and Garuda Airlines further hint at the company’s continued growth trajectory, reaffirming Robinson’s status as a visionary leader in the travel and leisure industry.
