APT Travel Group has welcomed Rachel Edwardes as Chief Customer, Research & Insights Officer to drive customer insights, brand strategy and market innovation and evolve the brand’s luxury and premium experiences.
In her new role, Edwardes will lead customer strategy and experience, signalling the tour and cruise company’s commitment to more personalised offerings and refined brand positioning across its suite of luxury and premium travel experiences.
Edwardes joins the Group from marketing science and customer strategy consultancy Forethought where she most recently served as Chief Client Officer.
Across her tenure, she played a pivotal role in aligning brands with customer insights and driving strategic growth through data-led decision-making.
With experience spanning banking, airlines, retail and higher education, Edwardes brings a deep understanding of the factors that influence consumer behaviour and brand performance.
Her appointment comes at a transformative time as the company enhances its digital capabilities across new websites, expands curated travel experiences and strengthens engagement with new and returning travellers after a recent rebrand.
Group CEO David Cox said: “Rachel’s deep expertise in customer insights and brand strategy is a tremendous asset to our brands.”
“With her expertise, we’re set to push boundaries and continue delivering the unforgettable journeys that have made us a leader in the industry.”
Edwardes said she was thrilled to join the Australian tour and cruise company as it embarks on the next chapter of its 100-year journey.
“My focus will be on deepening our understanding of what truly matters to our guests, especially as we expand into new markets,” she said.
“With a century of expertise behind us, it’s essential that we continue to listen to our travellers, evolve our offerings and ensure we stay true to the values that have made APT Travel Group one of the most trusted names in travel.”
Find out more at aptouring.com
