Michael Collins 

Is a respected leader in Australian hospitality, accommodation, and tourism with more than 35 years in regional, remote, and urban settings. As Principal of CF Global, a boutique consultancy empowering businesses through strategy, operations, and representation, Michael delivers practical advice, clear plans, and measurable results.

 

Michael’s career spans hotel management with the Austotel Group and the Swan Brewery, plus more than a decade as Lessee and General Manager of the historic Castle Hotel in York, Western Australia.

 

In 2002, Michael joined Best Western Hotels as Regional Manager for WA, SA, and NT, deepening his expertise in franchising, brand standards, quality assurance, and network growth. In 2006, he became Group General Manager of the Hospitality Group and Director of its subsidiary, the Eco Company Pty Ltd. He led the pre-opening and operations of the multi-award-winning Karijini Eco Retreat on behalf of Gumala Aboriginal Corporation, showcasing strengths in sustainable tourism, remote-area operations, and Indigenous engagement.

 

Michael also led the successful pre-opening of The Terrace Hotel, a five-star heritage boutique property in Perth, confirming strong operational discipline, attention to detail, and international procurement capability.

 

As a consultant, Michael advises independent hotels, holiday parks, local governments, Aboriginal Corporations, and state tourism bodies. Engagements cover destination development, marketing, sustainability, governance, operational performance, infrastructure planning, business audits, compliance, project management, pre-opening strategy, owner and investor representation, procurement, and consumer engagement. Michael also supports businesses as an experienced relief manager and operations advisor.

 

Board and industry service includes Ecotourism Australia, Australia’s North West, FACET, and AHAWA, with national contributions through ATEC, the Caravan Industry Association WA, and the Coeliac Society of WA and Coeliac Australia. Michael serves as President of Skål International Perth, advancing global tourism advocacy and mentoring emerging leaders. Recognition includes Skål International Australia’s 2025 Australian Skålleague of the Year and Skål International 2025 Skålleague of the Year.

 

Focus on responsible tourism runs through Michael’s work. Partners gain strategic foresight, hands-on know-how, and a collaborative approach linked to measurable outcomes in growth, resilience, and long-term sustainability.

 

Areas of specialisation

 

• Strategic sourcing and importing for hospitality and tourism businesses

• Pre-opening operations and brand launches for hotels and resorts

• Client, investor, and ownership representation

• Relief management and operational turnaround

• Compliance, audits, and risk mitigation

• Guest experience and service excellence

• Tourism and destination marketing with a sustainability focus

• Destination representation

• DMC services, itinerary design, and curation

• Indigenous engagement and regional development

• Project management across tourism, hospitality, and accommodation sectors

• Procurement and infrastructure planning

• Business resilience and transformation strategy

 

​

 

 

Through CF Global, Michael partners with organisations seeking strong performance and community impact, always with integrity, practicality, and care.