You’ll never believe what James Goodwin expects in every guestroom (Hint: It’s not what you think)

Recently, AccomNews caught up with James Goodwin, fresh from Golden Chain’s conference and buzzing with stories about the inspiring motel owners and passionate industry players he met.

The CEO of Accommodation Australia (AA) shared plenty of insights on his journey, daily routines, and what truly fuels his passion for the world of hospitality.

The new print edition of AccomNews is available now. Read it HERE

What inspired you to pursue a career in the accommodation industry?

Honestly, it’s the passion of the people. The hospitality industry is all about heart, and I’m a people person. It doesn’t matter if someone has been in this business for decades or just a few weeks—if they’re here, it’s because they love it, and that energy is contagious. It’s what keeps me motivated every day.

How do you start your day?

I’m a bit of a news junkie, so it starts with ABC Radio. I need to know what’s happening in the world, especially if it could affect our members—even if that just means knowing when politicians are likely to be distracted! After catching up on the news, it’s time for coffee. I go for a ristretto or short macchiato—strong and straight to the point, just like a good morning should be.

Do you have any morning routines that keep you grounded?

I always make time for a chat with Maria, the cleaning supervisor at Parliament House and in my opinion the (MVP) Most Valuable Player.

She’s been there since 1988, and we’ve known each other for over 20 years. There’s something so genuine about her—it’s never about my job; it’s about me as a person. I grew up in country New South Wales, and chats like these remind me to stay humble, no matter how formal my day might get.

Besides, nothing like a good country upbringing to keep your feet firmly on the ground!

What’s your favourite place to travel for work or leisure, and why?

That’s a tough one because I travel a lot. Last year, I clocked in 94 flights, all for work. I haven’t managed a proper overseas trip since COVID, so Egypt is high on the list for a future holiday. Until then, I make the most of business trips, even if it’s just finding a local gem wherever I land.

What do you like to find in a guestroom?

A pleasant surprise is always nice. Whether it’s a welcome chocolate or a piece of local artwork, the little touches make a big difference. And seriously, free water in the room should be a given—it’s such a simple way to elevate the whole experience.

What part of the accommodation experience do you enjoy most?

The people, hands down. Whether it’s a leisure or business trip, if the staff are friendly, efficient, and authentically themselves, it makes all the difference. The amenities are important, sure, but it’s the genuine service that turns a three-star stay into a five-star experience.

How do you balance your personal life with the demands of leading Accommodation Australia?

I maximise every trip I take—an early 6 am flight means more time for meetings and making the day productive. When it comes to downtime, I’m pretty disciplined. I leave work at the office, even if that means staying late to finish a project. Once I’m home, I switch off with a good TV show or documentary.

I’ve got a big soft spot for Seinfeld—the dry, intelligent humour gets me every time. I once kept a parking spot for days because I didn’t want to lose it, and that’s when I realised I was living my own Seinfeld episode!

What’s been your proudest professional achievement so far?

The people I’ve met along the way. I’ve had the chance to learn from and hopefully inspire others in turn. I believe that great leaders grow other leaders, so if I’ve empowered anyone to achieve their goals, that’s my biggest win.

What’s one piece of advice you’d give to someone just starting in this industry?

Take every opportunity that comes your way, even if it scares you a little. The hospitality world can be daunting, but there’s always someone around who’s willing to help. A ‘can-do’ attitude can take you a long way.

What sets a successful leader apart from the rest?

Authenticity. You can train customer service skills, but you can’t train a genuine passion for hosting. Whether it’s a motel, a restaurant, or a luxury resort, you can tell when someone truly loves what they do.

How do you approach overcoming challenges in your role, both professionally and personally?

Know your strengths—and your limits. You can’t be an expert in everything, so surround yourself with people who excel where you don’t. It’s important to never dilute your expertise but to build a team that complements it.

What role do you think government support plays in the future of the sector?

Our industry needs a hand-up, not a handout. We want to get ahead through investment, fill those rooms, and bring tourists in. But to do that, we need less red and green tape. Regulatory burdens—whether workforce rules or planning restrictions—make it tough to do business.

While everyone’s talking about the cost-of-living crisis, the cost-of-doing-business crisis isn’t getting nearly enough attention.

If you could make one major policy change for the industry tomorrow, what would it be?

Open skies policy! The more international carriers flying into Australia, the better. Let’s fill those hotel and motel rooms.

Where do you think the industry is headed in the next five to ten years?

We’re still bouncing back from COVID, but there’s a lot of growth ahead. We need to tap into emerging markets like India and Southeast Asia to keep things moving forward. Let’s diversify our tourist base and stimulate the economy with fresh faces.

Diversity in the sector—your thoughts?

The accommodation industry has a high percentage of female workers, but not enough in senior management. We need more change champions pushing for diversity—not just in gender, but also in thought and cultural background. The goal is to empower employees and ensure the best person gets the job.

My advice? Send the elevator back down to lift someone up into a leadership role.

How was your first NoVacancy event—and your biggest takeaway from it?

It was fantastic! There was a real buzz in the air, with so many people and great products all in one place. As someone new to this industry, it was a light-touch onboarding for me, from bedding displays to laundry equipment.

It is a wonderfully hospitable and fun industry, let’s just say, occasionally starting a breakfast meeting with a sample glass of French champagne isn’t something you see every day!

What’s one emerging trend in hospitality that you think will be here to stay?

Merging AI and technology. We need more real-time, coordinated data to streamline operations and improve efficiency. This trend is here for the long haul.

Mark your calendars now for the NoVacancy Expo 2025, September 17 and 18, 2025, Register HERE

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