5 Star Conversations with Julian Clark | Leading Lancemore Through Crisis, Growth & the Future

In this episode of 5 Star Conversations, Julian Clark, CEO of Lancemore Group, reflects on an unexpected journey into hospitality leadership. Although he began his career in financial services and strategy roles in Australia and the UK, Julian shares how a love of travel, entrepreneurial roots and a desire to contribute eventually brought him back to the family business. He discusses taking on a leadership role during the Global Financial Crisis, the pressure of proving himself as a second-generation leader, and the resilience required to guide a business through both the GFC and later the pandemic.

Julian also unpacks the strategic evolution of Lancemore Group, including its move beyond a traditional owner-operator model into a broader asset-light and white-label management approach. He explains how the group’s philosophy of “generosity of spirit” shapes the guest experience, from removing unnecessary friction to creating more genuine, relaxed and high-value hospitality. The conversation also explores his wider contribution to the industry through his seven-year term as President of the Accommodation Association, where he helped drive the historic amalgamation of industry bodies and strengthen hospitality’s collective voice.

Beyond business strategy, this interview offers a thoughtful look into Julian’s leadership mindset and personal philosophy. He speaks candidly about curiosity, self-awareness, lifelong learning and the importance of seeking varied experiences, especially for the next generation entering the industry. From his views on AI and the future of leadership to the “eulogy principle” that guides his decisions, Julian shares a grounded and reflective perspective on building a meaningful career, leading with integrity and shaping the future of Australian hospitality.

Julian Clark's Bio:Julian Clark is Chief Executive Officer of Lancemore Group, one of Australia’s leading family-owned hospitality companies. Since taking on the role in 2008, he has led the business through a major strategic transformation, evolving it from a traditional owner-operator model into a multi-branded national group. Today, the portfolio spans six business arms, including Lancemore Hotels, the LMG Collection soft brand, white-label management contracts, acclaimed restaurants, award-winning day spas, and James Halliday 5-star rated Lindenderry Wines. Under his leadership, the group has expanded across Victoria, New South Wales and Queensland, with major luxury developments underway in South Australia.

A hybrid hotelier by nature, Julian brings a strong background in corporate strategy, with senior roles in the UK and Australia across financial services and online gaming before joining the family business. That commercial and analytical grounding helped him steer Lancemore through both the Global Financial Crisis and the COVID-19 pandemic, while introducing an asset-light strategy focused on scalability and brand equity. His leadership philosophy is shaped by a “generosity of spirit”, inspired by a global sabbatical researching more than 100 luxury hotels, and reflected in the group’s focus on inclusive, high-value guest experiences.

Julian has also played an important leadership role across the wider industry, serving a seven-year term as President of the Accommodation Association of Australia, where he helped drive the historic amalgamation of the sector’s peak bodies to strengthen hospitality’s political voice. Based in Melbourne, he is a husband and father of three, a passionate supporter of the Essendon Football Club and the Wallabies, and a leader guided by the principle to “picture your ideal eulogy and live your life accordingly.”

#HospitalityIndustry #GuestExperience #FutureOfHospitality #InnovationInHospitality #CareerAdvice #hospitalityleaders

www.technology4hotels.com.auEmail: Brendon@Technology4hotels.com.auLinkedIn: linkedin.com/in/brendongrangerPhone +61 2 8317 4000Phone 1300 503 657 (Australia only)