Tui Group is to further expand its digitalisation initiatives by recruiting a top executive with Silicon Valley experience.
Elke Reichart has been named in the newly-created role of chief digital officer.
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Alongside her responsibility for Tui Group’s IT, she will also take over as chief executive of the Tui InfoTec subsidiary after a transition phase.
The aim is to bring the travel group’s structure into line with its digitalisation strategy and underpin its consistent implementation, according to the company.
Reichart’s previous roles include vice president strategy and planning at HP’s head office in Palo Alto, California and supervisory board member at HP Deutschland.
After returning from California in 2015, she worked as a business consultant for CureVac, a biotech company in Germany.
Frank Rosenberger, Tui Group executive board member in charge of IT and future markets, said: “I am delighted that Elke Reichart, an IT manager with extensive international experience, is joining Tui Group.
“She will play a key role in promoting the consistent and successful implementation of our IT and digitalisation strategy.”