Former travel agency owner Paul Frost has joined World Travel Holdings (WTH) as a consultant with a focus on packages.
Frost has been employed as packaging and tour operations consultant and is currently carrying out a review of the business’s brands which include Cruise118, RiverVoyages.com and SixStarCruises.
WTH managing director Alison Earnshaw said Frost’s appointment would take the business’s packaging to “the next level”.
“Obviously, the pandemic changed the focus of packages because of the risk involved,” Earnshaw said. “This is one of the areas that we want to invest in as part of our rebuild.
“[Frost] has extensive experience and can bring new initiatives, contacts and an alternative dimension to the tour operating side of the business. Paul’s broad industry knowledge will also enable him to add value in other areas further supplementing our existing team and infrastructure”
Earnshaw added that Frost works closely with the seven-person product team and “hand-in-hand” with the commercial team.
She confirmed that the firm was already working with new suppliers recommended by Frost in his ongoing review.
Looking ahead, Earnshaw said: “As we come out of the pandemic and return to normality in terms of trading, we want to expand our packaging portfolio, and maximise margin through new products.”
Frost said: “I am delighted to be joining an established and well respected business in WTH at a time when we are seeing strong shoots of recovery across the industry.
“I am very much looking forward to working with Alison and her team across all brands to produce an innovative product portfolio stretching across the world, helping the business stand out in a competitive market.”
In 2020, Frost’s agency Cruise Direction, which opened in 2016, ceased trading as a result of the pandemic.
The agency also traded as Holiday Direction.