HolidayGems.co.uk parent recruits marketing head from Sykes Holiday Cottages

Kate Wadeson strengthens management team at private equity backed Travcorp Holdings Ltd as it aims to become one of the biggest B2C tour operators in the UK

Destination2.co.uk and HolidayGems.co.uk parent Travcorp Holdings Ltd appointed Sykes Holiday Cottages marketing manager Kate Wadeson to strengthen its management team.

Wadeson joins the online travel group, backed by private equity investor BGF, as head of marketing after 13 years at the self-catering specialist.

She has over 20 years’ experience in travel marketing having previously worked for The Cooperative Travel Group and has expertise in short-haul, long-haul and cruise. 

In her new role, she will lead marketing activity, including customer-centric marketing, loyalty, lifecycle-management, segmentation and brand awareness.

Andrew Botterill, chief executive, said: “We are delighted to welcome someone of Kate’s calibre to Travcorp, after searching for many months for the ideal candidate to fill this vital role within our growing business.

“Our ambition is to become one of the largest B2C tour operators in the UK and this newly created position will be pivotal in ensuring we reach the next stage of our growth journey. 

“Our marketing team will benefit from part of the multi-million pound investment BGF made into our business last November and over the next few months we expect to see positive changes as we look to expand our team further to help meet our strategic aims.” 

Travcorp Holdings Ltd specialises in a diverse packaged holiday market through consumer-facing brands Destination2.co.uk and HolidayGems.co.uk. 

They retail premium, long-haul holidays to destinations such as Barbados, Dubai and the Maldives as well as lowcost packages to short-haul hot spots the Canary Islands, Balearics, Turkey and Greece.

Botterill added: “Over the next 12 months, our aim is to launch our brands into new and major marketing channels, with the sole intention of increasing brand recognition and ultimately resulting in increased sales. 

“Kate will also be focusing on how we achieve higher levels of repeat custom with the planned introduction of many new initiatives. 

Last year, the firm raised £3.7 million in equity funding, led by BGF supported by a significant co-investment by its management team.

The company said this is enabling it to invest heavily in technology, marketing and new destinations to capitalise on a resurgence in the travel market.

Spencer Woods, investor at BGF and a member of the Travcorp Holdings Ltd board, said: “This is an exciting and crucial hire for the business and very much part of the strategic plans laid out when we invested in Travcorp in November 2021. 

“Investing in key areas of the business, such as marketing and technology, will enable the company to cement its position in the online travel operator market and build on the strong trading results already achieved post-pandemic.”

Travcorp Holdings Ltd has been shortlisted for Rising Brand of the Year at the Travolution Awards 2022 alongside other major brands including easyJet Holidays.