3FOR managing director Trevor Davis has been appointed group operations director of The Spear Travels Group following a restructure.

Davis, a former director of Co-operative Travel and Thomas Cook, has stepped down from the trade support, marketing and business consultancy 3FOR that he set up five years ago to take the newly-created consultancy role, initially for six months.

He starts in the role immediately, reporting into Spear Travels managing director Peter Cookson, 66, who will take a step back from the day to day running of the business.

Davis will be responsible for the day to day trading of the miniple’s 13 retail outlets and home-based agents, commercial, marketing, new business development and store expansion. The commercial and marketing team will report into Davis in a new internal structure.

Cookson said: “We have worked closely with Trevor and the 3FOR team for five years, so he brings a solid knowledge and understanding of how we operate – that’s a huge advantage for us both.

“Trevor has over 40 years’ travel industry experience both in a tour operating and a retail capacity and is well known, well respected and well connected.

“Having Trevor on-board will allow me, now that I am 66 years old, to take a step back from the daily operations safe in the knowledge that the business is in experienced hands”.

Cookson said he was hopeful Davis’ appointment would allow the business to expand to meet its goal of reaching 25 travel agencies.

“25 is still the magic number and now we have the team going forward to do that. We had a couple of opportunities [to take on new agencies] last year that we shelved because of Brexit. Once Brexit is out of the way we can be more proactive again,” he added.

The rest of the Spear Travels senior management team is made up of Libby Cookson, director; Derek Adams, director; and Janet Byng, financial director.

The agency employs more than 85 staff in its shops across north Yorkshire, Staffordshire, Oxfordshire, Dorset, Essex and the West Midlands. It also trades under the Broads Travel brand in Lichfield and Sutton Coldfield and has a nationwide network of home-based ‘associates’.

Davis said: “I was flattered to be asked by Peter and his board of directors to consider supporting the team and I look forward with relish to getting started.  I know how highly regarded Spear Travels and Broads Travel is by tour operators and cruise lines alike and I intend to build on that reputation and forge even closer and proactive relationships.”

Following Davis’ decision to step down, 3FOR will be run jointly by directors Lesley Wilcock and Mandy Davis.

He added: “3FOR is five years old this month and with Lesley and Mandy at the helm supported by Sophie Fayle, who has returned from her maternity leave and the rest of the amazing, talented and hungry team.  3FOR has an extensive and very loyal client base, so we see no conflict of interest.  I have spoken personally with our very close partners and I was thrilled by their positive response and messages of goodwill.”


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