Managing director Diana Cherry launched Cherry Travel seven years ago, having spent more than 20 years in the industry.
To help grow the business Rob Arrow has joined as director and head of partnerships, having previously worked in leadership roles for Seera Group, dnata and Ten Group, returning to the UK from the GCC region. Cherry said: “Rob brings a level of experience and product knowledge unrivalled in the luxury industry. We share the same genuine passion for luxury travel and for unrivalled client experience.”
The agency has also welcomed Mark Gibbins as chairman. Gibbins will hold the position alongside his existing role as director and co-owner of The Oxford Ski Company and Oxford Private Travel, where he previously worked with Cherry. She said he will “support the business throughout rapid and ambitious growth and with a steady hand on the business tiller.”
Cherry continued: “With a rare appreciation for both the practicalities of the travel industry and the challenges it can present on all sides, Mark was an obvious and clear choice to lead our vision and support excellence and growth.”
Gibbins added: “The opportunities for the business are exciting and far-reaching. As we enter this new phase for Cherry Travel, I’m confident that this is the perfect team to turn ambition into reality.”
The agency’s ultra high-net-worth global client base includes entrepreneurs and individuals in finance, sports and entertainment, and the team also includes existing head of experience, Katie Becker.
Alongside announcing the new team members, the agency’s new brand identity and website have also been launched. Until now the business has grown by word of mouth and referrals and hasn’t had a website or social media presence, but Cherry is launching cherry.travel to allow new suppliers to research the agency. “We’ve never needed one from a business development point of view, as it’s just grown organically,” she explained. “We’ve been really under the radar, because that’s how our clients work.”
Describing her plans for the future, Cherry said: “For me, a big ambition is to just move forward doing more of what we already do well, and create something really sustainable. We just want to carry on being good at what we do. I love being able to make decisions and control what we do because we’re a small business, and that has a massively positive impact on our clients as well. We’re very fortunate that we really fit together and we really respect each other’s expertise. I just feel very lucky that we all get to do what we love, and it’s work.”
Cherry is a member of Serandipians by Traveller Made, and scooped two awards at the recent Lusso Travel Agent Awards, including a Top Five Agent in the UK award, while Cherry was awarded with the Managing Director’s Award.
