The story
behind it.
More than thirty years in hospitality leadership have taken Chris from city-centre hotels and luxury resorts to chief executive roles and leading a major group turnaround. It’s a career built on experience, judgement and knowing what it takes to lead when it matters.
Book Chris →One career,
many chairs.
Chris Wayne-Wills is one of the UK hospitality industry’s most established and respected leaders, with more than 30 years’ experience spanning landmark hotels, luxury resorts and major multi-property groups in the UK and internationally.
Starting his career in sales before moving into hotel management, Chris went on to become General Manager of The Roxburghe Hotel in Edinburgh, before holding senior leadership positions with Macdonald Hotels, including Regional Managing Director for Scotland and Chief Executive of Macdonald Aviemore Resort, where he oversaw a major investment and repositioning programme.
As Regional General Manager for QHotels, he led a portfolio including Slaley Hall, The Westerwood and Manchester’s iconic Midland Hotel. He later joined Marriott International as Cluster General Manager, overseeing all managed Marriott hotels across Scotland and the North of England and receiving Marriott’s Special Recognition Award for Outstanding Commitment in 2018.
For more than five years, Chris was CEO of Crerar Hotels, leading the privately owned collection of ten AA five and four-star hotels and inns. During his tenure, the group was named AA Small Hotel Group of the Year 2023/24. In 2025, he took his experience internationally, leading the Dubai cluster for JA Resorts & Hotels.
Chris is a Master Innholder, Fellow of the Institute of Hospitality, Vice-Chairman and Trustee of HIT Scotland, and previously chaired UKHospitality Scotland for three years. He was named CEO Monthly’s Most Influential Hotel Group CEO in the UK in 2023 and CEO of the Year at the 2024 Scottish Professional Awards.
Today, as Managing Partner of High Performance Hospitality, Chris draws on three decades at the highest levels of the industry through executive coaching, consultancy, speaking and hosting, with a continued focus on developing exceptional leaders, high-performing teams and hospitality businesses.
“Great leadership is not about being in charge. It’s about taking care of those in your charge.”
Talent developed deliberately, mentorship, coaching and real growth paths, not slogans.
Strategic planning and data-informed decisions, held to measurable commercial outcomes.
Change embraced without ever loosening the grip on quality and service.
Recognition
In their words
From the outset he demonstrated strong leadership, guiding the business through the unprecedented challenges of the pandemic. I would have no hesitation in recommending Chris to any organisation seeking to enhance the performance, value and market positioning of its hospitality assets.
He is articulate, highly knowledgeable and quick to grasp complex situations, communicating effectively at all levels. His leadership style inspires confidence, and he is widely respected across the industry by colleagues, partners and stakeholders alike.
His coaching helped me establish priorities and build my confidence. It was invaluable during a successful transition that led to a larger, Europe-wide role with a premier global brand.
His background leading hotel groups at scale gave him commercial insight very few advisors can offer an independent owner. He engages with the business as if it were his own, and his input improved directly how we operate and perform.
Exceptional leadership, professionalism and a collaborative spirit. His strategic thinking and focus on operational excellence guided the properties through a critical period while strengthening our service culture.
His combination of insightful questioning and empathy helped me think differently about the next steps for my business, and about what I want from this next chapter of my career. Highly recommended.
Chris was extremely attentive and asked thought-provoking questions, allowing me to pick up on things I would not have consciously noticed myself. He is professional and knowledgeable, and puts you at ease from the moment you sit down.
Chris is an inspiring leader and coach. His personal drive to grow and improve has inspired me to be more comfortable in the stretch zone. He has a great skill as a coach to help you move beyond mediocrity and think bigger.
What set him apart was how he applied his knowledge. Chris combines sharp strategic thinking with a genuinely practical understanding of how hotels run day to day, and he engages with the business as if it were his own. I would recommend him to any owner, investor or operator looking to develop their hospitality business.
Bring me in
early.
Coaching engagements, keynotes, board advisory and asset-level reviews, UK and Middle East. Tell me what you’re trying to move.