After more than three decades at the helm, Phil Hoffmann is stepping away from day-to-day operations at the travel agency that bears his name.
From July 1, 2025, Phil Hoffmann Travel (PHT) will continue under the leadership of long-time CEO and Managing Director Peter Williams, with Michelle Ashcroft officially stepping into the role of Chief Operating Officer.
Who is taking the reins at PHT?
Peter Williams, who has worked alongside Hoffmann for 32 years, will continue to steer the company as CEO and Managing Director, while also assuming the role of Chairman. He remains the majority shareholder of the business.
Michelle Ashcroft, who joined PHT 28 years ago, will take on the role of Chief Operating Officer. Her appointment is likely a recognition of her long-standing contributions to supplier relations and internal culture at PHT.
A pioneer’s legacy that helped shape the industry
Phil Hoffmann launched Phil Hoffmann Travel in 1990 with just two staff. Over the next 35 years, he became a key figure in South Australian travel and beyond, credited with several firsts in the Australian market.
He created Australia’s first dedicated cruise department and helped establish Cruiseco, an early innovator in fly/cruise packaging, music charters and incentive group travel. Under his leadership, PHT grew to employ more than 160 staff across 10 branches and earned 13 national travel industry awards.
“This truly has been the adventure of a lifetime, and I’m incredibly proud of this company and what we have achieved,” Hoffmann said.
“I have been fortunate to travel all over the world, connecting with different people and cultures, and experiencing all its beauty, wonder, power and fragility along the way.”
Although stepping back, Hoffmann won’t be disappearing entirely. He will stay on the board of PHT as an Executive Director and continue to represent the business in an ambassadorial role, leading tours and supporting the industry he helped shape.
Stability and strategy driving the next phase
Williams said the agency’s direction remains aligned with its original ethos, even as it continues to respond to changing industry conditions.
“Our day-to-day business remains unchanged. Our Senior Leadership team and I have effectively been steering the company direction for some time and will continue to do so with the same determination and commitment to growth and success.”
“These are exciting times for Phil Hoffmann Travel as we invest in innovating and elevating the business.”
Ashcroft echoed the optimism in her own public statement, posting to LinkedIn: “It’s exciting times of innovation and growth ahead for PHT, with so many opportunities for our team, supplier partners, and valued clients – in a future so bright it’s blinding!”
KARRYON UNPACKS: Phil Hoffmann’s retirement signals a change in leadership, but for the trade, it’s business as usual, familiar faces, same values, and a brand still visible through Hoffmann’s ambassador role.
