parent company recruits head of marketing…

The parent of and, Travcorp Holdings Ltd, has appointed Kate Wadeson, Sykes Holiday Cottages’ director of marketing, to strengthen its management team.

Wadeson joins the online travel group, backed by private equity investor BGF, as head of marketing after 13 years at the self-service specialist.

He has over 20 years of travel marketing experience, having previously worked for The Cooperative Travel Group and has experience in short and long haul travel and cruises.

In his new role, he will lead the marketing business, including customer-centric marketing, loyalty, lifecycle management, segmentation and brand awareness.

Andrew Botterill, CEO, said: “We are delighted to welcome someone of Kate’s caliber to Travcorp, after searching for many months for the ideal candidate to play this vital role within our growing business.

“Our ambition is to become one of the UK’s largest B2C tour operators and this newly created position will be critical in ensuring we reach the next stage of our growth journey.

“Our marketing team will benefit from some of the multi-million dollar investment BGF made in our business last November and over the coming months we look forward to seeing positive changes as we look to further expand our team to help meet our strategic goals.”

Travcorp Holdings Ltd specializes in a diverse package holiday market through the consumer-oriented brands and

They offer premium long-haul holidays to destinations like Barbados, Dubai and the Maldives, as well as low-cost packages to short-haul hot spots like the Canary Islands, Balearic Islands, Turkey and Greece.

Botterill added: “Over the next 12 months, our goal is to launch our brands into important new marketing channels, with the sole intention of increasing brand recognition and ultimately generating increased sales.

“Kate will also focus on how we achieve higher levels of repeat customers with the planned introduction of many new initiatives.

Last year the company raised £3.7m in equity funding, led by BGF backed by significant co-investment from its management team.

The company said this allows it to invest heavily in technology, marketing and new destinations to capitalize on a resurgence in the travel market.

Spencer Woods, an investor in BGF and a member of the board of directors of Travcorp Holdings Ltd, said: “This is an exciting and crucial hire for the business and a very important part of the strategic plans laid out when we invested in Travcorp in November 2021.

“Investing in key areas of the business, such as marketing and technology, will allow the company to consolidate its position in the online travel operator market and build on the strong business results already achieved post-pandemic.”

Travcorp Holdings Ltd has been shortlisted for Rising Brand of the Year at the 2022 Travolution Awards alongside other major brands including easyJet Holidays.

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