Andy Freeth, Group CEO of Specialist Holiday Group’s new parent company TravCorp, said he’s looking to grow the business via the trade.
SHG consists of Sovereign Luxury Travel, Citalia and American Holidays, all of which were acquired by TravCorp from Travelopia earlier this year.
Currrently, just 50% of Citailia’s bookings and only 15% of Sovereign’s business comes from travel agents, while American Holidays only sells via travel agents in Ireland, not the UK.
Speaking ahead of the departure of SHG Group Managing Director Helen Adamson this week, Andy said “Under its previous owners, I don’t think the emphasis was on the trade as much as I think it could be,” he said, adding that there was an opportunity to grow Sovereign’s business with agents following the closure of Classic Collection.
SHG has just hired former Classic Head of Trade Distribution Jorge Quibell as Head of Trade Partnerships, and Classic’s Key Account Manager Kim Sellman as Trade Partnerships Manager.
Andy, who was CEO of Classic Collection until March 2024, said: “Sovereign could be the new home for luxury clients and for those agents who would have sold hotels like Grecotel, Domes, Sani and Ikos through Classic.”
TravCorp this week announced changes to its senior leadership team, including Helen’s departure with immediate effect.
In a statement, the company said it had updated its structure ‘to sharpen commercial, product, marketing and technology leadership across brands’.
These include Destination2, Destination2 Cruise, Holiday Gems, as well as the three SHG brands.
“Helen has played an important role in bringing the two businesses together and helping to lay the foundations for the enlarged group,” said Andy.
“She leaves behind a fantastic team that she’s developed during her eight-year tenure, and she should be proud of the strong culture and capability she’s built.
“We thank her sincerely for her contribution and wish her every success in the future.”
SHG Sales Director Simon Garrido and American Holidays MD Ray Scully will now report directly to Andy.
The operator said this would ensure sales and distribution ‘are more closely aligned across the business as the group focuses on growth from trade channels and Irish markets’.
IT Director Dom Leeson has also left.
Meanwhile, Ross Wehrle (pictured top right) has been promoted to Group Chief Commercial Officer, alongside his role as Finance Director, SHG, leading commercial strategy and performance across all brands. He now reports to Group CFO Mark Lawton.
Erin Johnson (pictured centre) steps up as Group Chief Marketing Officer, responsible for brand, marketing, and customer strategy, reporting directly to Andy.
Matt Appleby (pictured top left) takes on the newly-created role of Chief Product and Purchasing Officer, overseeing product direction and contracting across the portfolio.
Stuart Hammonds, from self-guided tours operator Macs Adventure, joins as Group Chief Technology Officer.
Andy added: “We’re bringing together proven operators with fresh expertise to drive the next phase of growth. Ross, Erin, and Matt are already moving the dial in their areas, and adding Stuart as CTO gives us the technology leadership, we need for scale.
“With a clearer structure, modernised tech roadmap and enhanced marketing capability, we are well positioned to deliver sustainable value and long-term growth as we enter this exciting next chapter and growth and expansion.”
