Rachel Coffey, who left The Travel Corporation in May 2021, has returned to the travel sector as chief operating officer at Routescape.
She had been sales and business development director at TTC’s touring brands in the UK and Ireland – Trafalgar, Costsaver, Insight Vacations and Luxury Gold – but announced in February 2021 that she was seeking new opportunities.
Now at Routescape, a tailor-made travel company based in Pembrokeshire, she aims to develop trade partnerships and expand the UK and other source markets in Europe.
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Founded by Neil and Zoe Kedward in November 2018, Routescape specialises in adventure and culinary travel across western Europe.
Coffey said: “Currently the majority of our market in US inbound; however we are looking to grow our UK and other source markets as we expand in Europe.
“A key part of our strategy is to expand our offering by diversifying into Europe.”
She added: “We have a number of sales channels including travel agents, partners and a small volume of direct sales.
“One of my goals is to grow and develop our trade business.
“A key focus of my role is to build and develop relationships with suppliers and partners – we envisage that our business will predominantly trade orientated as a key part of our growth strategy.
“Given my previous experience I’m really looking forward to reconnecting with friends and colleagues in the travel industry.”
Routescape said her new leadership role was created following “unprecedented growth” in the business in 2023.
She will be leading the travel team from the company’s Cornstore head office, near Pembroke castle in southwest Wales.
Coffey began her career as an aerospace engineer working for British Airways and Airbus. She became a data analyst and market researcher with Iata and then Virgin Atlantic. During her 13 years with Virgin she progressed to the role of head of business change.
She has also held senior leadership roles at G Adventures and TTC, before taking on a major change programme leadership role in the NHS to improve the quality of mental health provision across Sussex.
Founder and chief executive Neil Kedward said: “Rachel is a genuine travel geek with a big heart.
“We are absolutely delighted to welcome her to Pembrokeshire to lead a team of professionals already delivering great levels of service and customer satisfaction for our travellers and business partners.
“Rachel has a breadth of experience that embraces strategic change, sales and operational delivery which will be critical as we build the architecture that is capable of supporting our ongoing growth story.
“Her genuine desire to put her team first, nurture and build success around people and culture, is right at the heart of our approach.”