TruTravels has placed a senior commercial operator on the ground in Australia, creating a new regional role and relocating a UK head office executive to run it. The move lands as youth group travel demand across the region resets to pre-pandemic volume with tighter supply and higher yield.
The operator has appointed James Lavin as Head of Commercial Australia and New Zealand, based in-market, following a relocation from the UK. The role is newly created and gives TruTravels its first full-time commercial lead permanently positioned in the region.
Trade remit
Lavin assumes responsibility for retail relationships, trade-facing growth, partner engagement and local execution. From TruTravels’ side, the appointment consolidates sales strategy, training delivery and agency servicing under one permanent regional lead.
Lavin framed the shift as moving from centralised sales support into direct market execution.
“I’ve joined the team in Australia as Head of Commercial, which is all about bringing the brand to this side of the world and supporting our travel agent partners more closely,” he said.
“Back in the UK, I focused on sales support and training. Now I take that work on the ground with agent partners across Australia and New Zealand.”
TruTravels said the newly created role is designed to support brand growth across Australia and New Zealand and strengthen relationships with retail partners through consistent, in-market engagement.
Why the move to Australia?
“Australia has always been a huge market for youth travel, and I’ve always loved working closely with agents,” Lavin said.
“When the opportunity came up to support this region full time, it was a no-brainer. We bring something
new to the youth sector that isn’t the traditional ‘one size fits all’ style of group travel, and it’s
exciting to see agents respond to that. Personally, I was ready for a new challenge, a new
environment and maybe a little less rain!”
During his time at TruTravels’ head office, Lavin worked across sales training, product launches, brand
development and agent incentives, giving him a broad understanding of what partners need
from the business.
“I also spent a lot of time refining how we tell our story as a brand, and I think that will be a huge asset here in ANZ,” Lavin said.
“Being able to translate the ‘Tru magic’ into something agents can confidently sell is a big part of the job.”
Lavin said demand for youth travel in the region continues to strengthen.
“My goals are simple—build strong relationships, increase brand awareness and make sure agents feel genuinely supported. If I can help make us a go-to name for youth travel across ANZ, I’ll be very happy.”
Lavin will work across retail relationships, sales support and partner engagement in both Australia and New Zealand.
The company said the move allows it to deliver more consistent face-to-face support to agents across the region.
Australia remains one of TruTravels’ key source markets for youth travel.
For trade support, agents can contact agents@trutravels.com or james@trutravels.com.
KARRYON UNPACKS: A newly created, in-market commercial role formalises TruTravels’ ANZ sales presence after years of offshore support.
