Ramble Worldwide has recruited Wayne Perks as its new managing director, with a remit to work with more travel agents to help the walking specialist increase sales.
He starts his new role on September 9, reporting to chair Hilary Watchman.
Perks will lead a team of more than 50 at the company’s office in Lemsford Village near Welwyn Garden City, plus more than 250 tour guide leaders around the world.
He succeeds Kevin O’Regan, who is leaving to take time out and travel after a 35-year career in the travel industry.
Perks has more than 25 years’ experience in the UK travel industry, in a range of commercial and product roles at brands including British Airways, Thomas Cook and Virgin Holidays.
Latterly, he was chief operating officer at the independent luxury travel company EFR Travel, where he helped to guide the business through its post-pandemic recovery.
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His priorities at Ramble Worldwide will be to help the business grow through broadening its distribution strategy and re-engaging with travel agents.
Perks will also expand its customer base by promoting hiking holidays to Generation X travellers and beyond, and capitalising on the growing interest in ‘slow’ and responsible travel.
He said: “What really attracted me to Ramble Worldwide is its for-purpose ethos. Yes, our business objective is to get more people hiking with us and to be profitable.
“But those profits are used to empower our trust to unlock the physical and mental benefits of seeing the world on foot, and to protect the landscapes and communities our tours visit.
“I see real potential for growth for Ramble Worldwide. The recent brand refresh will help us to challenge perceptions about hiking holidays and reach out to younger travellers seeking a richer travel experience which connects them to the people and places they’re visiting.
“There are also lots of opportunities for us to work more closely with agents.
“I can’t wait to take the first step in the trail as MD of Ramble Worldwide and invite any trade partners who want to tap into the growing hiking market to join us for a stroll to find out more about how we can work together.”
O’Regan added: “I’ve had an amazing journey over the past six years at Ramble Worldwide.
“Having negotiated a path through the pandemic, and got the business back to profitability, the recent rebranding work has set the business up well for the future.
“Along the way I trained as a tour leader, and worked alongside our wonderful volunteer leaders, so I would like to thank them, as well as our staff and board of directors, for making my time with Ramble Worldwide so enjoyable.
“I know in Wayne the business will continue to thrive as it offers more opportunities for new audiences to explore the beauty of the world on foot.”