Bon Voyage pledges more trade sales following management buy-in deal

North America specialist Bon Voyage has pledged to sell more holidays via agents following a management buy-in (MBI) deal.

 

Founding partner and former managing director Alan Wilson is retiring after 46 years with the operator. He co-founded Bon Voyage in 1979 with Alan Orsmond.

 

The process was handled by The Firebird Partnership, a travel specialist growth consultancy, which identified potential for an MBI after Wilson engaged it to find exit options.

 

The completion of the MBI sees current managing director Gordon Mathie take the helm and become chief executive.

 

Mathie joined the independent operator as managing director in November 2025, allowing Wilson and his wife Theresa – Bon Voyage’s business development manager – to take a step back from the company’s day-to-day running.

 

Under Mathie, the team launched an in-house brochure and new products, including destinations in South America, Egypt, Jordan and Mongolia.

 

It said it plans to sell more through the trade and a new website is also planned for September.

 

More: Direct-sell operator Bon Voyage to work with travel agents for first time

 

A statement from the Firebird Partnership said trading continues “on an impressive trajectory” and is currently up 87% year-on-year for 2027.

 

Wilson said: “I’ve been in touch with Stewart Lambert [co-founder of the Firebird Partnership] for a number of years, considering different routes to exit alongside strong, long-term options for Bon Voyage.

 

“As a business we were delighted to be one of Firebird’s earliest growth clients: they helped us successfully navigate the pandemic.

 

“Then, last year, the partnership recommended Gordon as a top choice to steer Bon Voyage into a new period of growth.

 

“Gordon has been an outstanding MD and a brilliant fit for the business. Theresa and I both feel that Firebird has created the ideal way forward for all of us. We’re thrilled to be leaving the team in such capable hands.”

 

Mathie added: “This is a really great time for Bon Voyage, with lots of exciting growth plans already underway and many more to come.

 

“Alan and Theresa have done wonderful work to take the business to this point over the years, and our exceptional team are all fired up to take things further from here.

 

“America and Canada are still core to what we offer, but the introduction of dream tours to new locations like Galapagos and Mongolia is just the beginning.”

 

Firebird co-founder Stewart Lambert commented: “Our long-term relationship with Alan, and the completion of this MBI for Gordon, really epitomises why we do what we do at Firebird.

 

“It’s been extremely rewarding to guide Bon Voyage through challenging times towards this very optimistic future.

 

“We’re confident that the business will continue to take positive strides thanks to Gordon’s leadership and expertise.”

 

The Firebird Partnership was founded in 2020 by Ian Finlay and expert financier Lambert, offering a consulting and corporate finance advisory service specialising in the travel, hospitality, leisure and education markets.