Blue Bay Travel promotes Maxine Rowland to managing director

Blue Bay Travel promotes Maxine Rowland to managing director

Blue Bay Travel general manager Maxine Rowland has been promoted to managing director.

Rowland was previously commercial manager for the Co-operative Travel Trading Group and joined the Stoke-on-Trent-based long-haul specialist agency in 2012.

Blue Bay has seen an exponential level of growth over the last two years, including a £6.5 million investment from private equity firm LDC, part of the Lloyds Banking Group.

Staff levels have been expanded in all areas of the business, tripling the size of office space, investing in new intelligent marketing tools, launching an online booking platform and a new luxury brand as well as introducing a number of new channels to market.

The company runs the Caribbean Warehouse, Tropical Warehouse and Xclusivity brands with a team of personal travel advisors and homeworkers.

Blue Bay’s online channel is to be developed through the use of cutting edge technology.

Enhanced tracking technology and intelligent marketing systems are being integrated to direct marketing spend more efficiently to drive growth and enhance return on investment.

Rowland said: “I am delighted to have been recognised in this way and will work tirelessly with our talented internal team and

fantastic range of supply partners to make Blue Bay Travel the operator of choice for long haul travel.

“I truly believe that once customers have discovered Blue Bay they find it impossible to find a competitor to rival our value, experience and service.

“My aim is to communicate this unique offering to a much wider audience.”

Chief executive Stuart Wilson added: “Maxine is the perfect choice to drive Blue Bay forward to the next level, she was instrumental in building the foundations for growth across the business during 2017.

“Key areas for the coming financial year are product, marketing and online amplification – we are driving the breadth of our product offering in core geographical areas, expanding into other destinations and looking to offer inspirational ideas to our customers.

“We will continue to look after our existing customers in the way they have become accustomed, with our expert team of personal travel advisors and homeworkers – whose knowledge of our specialist destinations and product is second to none.”

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