Mintrim has been promoted as part of a global restructure at the Asia specialist, effective from 1 December.
He joined Wendy Wu in July 2019 replacing former UK chief Mark Bloxham, who left the business in October 2018.
He will lead the operator’s global senior team, and will be tasked with driving Wendy Wu’s five-year growth and development plans, as well as increasing support and resources for the trade.
Global sales director John Warr, meanwhile, will take on an expanded role with full responsibility for Wendy Wu’s sales teams and business development managers in Australia and New Zealand.
Mintrim said he was proud of the operator’s efforts to "weather the challenges" arising from the Covid crisis, adding building on this resilience was a challenge he would relish.
On the operator’s trade focus, he added: “We are passionate about supporting the trade. Our travel agent partners have been an incredible support to us during this challenging time, hence it’s now time for us to do everything we can to work with the trade to bring customers back to them, whether online or back into stores.
"In response to demand, over the next six months, we’ll be increasing our range of agent webinars and incentives, as well as offering more unique special offers, plus more digital resources like the new trade version of our inspirational Whispers magazine.
"We know it’s been tough for agents, so we are ploughing more investment into the trade to bring our agents with us.”
The operator’s founder, Wendy Wu, added: “Glen is an exceptional leader. His track record in transforming and expanding our business across multiple new platforms, as well as delivering a wide-ranging reset of the core UK business, has been extraordinary.
“Glen’s depth of international experience, his collaborative leadership style, as well as his proven results in building a high-performance team at Wendy Wu Tours, will be an asset in the new chief executive position.”
