Global Touring has unveiled a new leadership structure designed to strengthen brand focus and boost trade support across Australia, New Zealand and North America.
The group – which houses Back-Roads Touring, Topdeck Travel and Grasshopper Adventures – is reintroducing dedicated brand teams and brand-specific BDMs who will return to the road across Australia and New Zealand.
Charles Knowlton, currently Global GM of Experience, moves into the newly created role of GM Back-Roads and COO, while CMO George Shuttlewood steps up as GM Topdeck & Grasshopper and CMO. Both will continue to report to London-based Managing Director Ed Pettitt.
In a significant market shift, current GM APAC Anna Fawcett will relocate to the United States to take on the newly created role of GM Global Sales, leading growth for Back-Roads – known as Blue-Roads in North America – across the region while retaining oversight of APAC. Trevor Thwaites joins as Director of Sales APAC, taking on responsibility for the Australia and New Zealand sales function.
The restructure comes as Back-Roads reports it has more than doubled in size since Covid, with the brand citing fivefold growth from North America since 2020.
“After four years of rapid growth for Back-Roads, and during a period of significant change in the youth touring market, now is the right time to invest in our brands,” said Pettitt. “For our trade partners, this means greater strength in depth, clearer brand focus and more dedicated support day to day.”
Topdeck will also benefit from a dedicated brand team and a NSW-based BDM focused on trade sales and national activity planning.
The changes are effective immediately and form part of Global Touring’s five-year growth strategy.
