US and Canada specialist Bon Voyage has revealed plans to work with the trade for the first time under new managing director Gordon Mathie.
The tour operator said it would “welcome conversations” with travel agents interested in selling its trips as it embarks on a new phase of growth under new management.
Alan Wilson, who founded the company with Alan Orsmond in 1979, is stepping down from his role but will remain on the board, which is chaired by Ian Finlay, a director at travel specialist growth consultancy The Firebird Partnership.
Bon Voyage has been operating tailormade trips to the US for more than 45 years, from Harley Davidson biking holidays to steamboat voyages on the American Queen.
Known as a pioneer of transatlantic travel advertising in national newspapers, a move which propelled the company’s rapid growth, it was originally set up as a chain of specialist travel agencies before changing direction to become a tour operator to the US in the early 1980s.
It was one of the first in the UK to be fully computerised for live reservations with major airlines of the day, such as Pan Am and TWA. This year it received its fifth consecutive platinum award from Feefo based on customer feedback.
New MD Mathie, a director The Firebird Partnership since 2023, has a career spanning both the travel and education sectors, including more than 20 years’ experience running companies.
Speaking after his appointment, he said the operator looked forward to working with travel agents and launching new destinations.
He said: “I’ve been a fan of the Bon Voyage brand for a long time, and feel extremely lucky to be working with such a brilliant business and team.
“There are a lot of exciting opportunities ahead: we’re currently working on new destinations, while building on our track record of excellence in customer service.
“We also have plans to sell through trade for the first time, and are welcoming conversations with potential trade partners.”
Mathie said the team would be “assessing all the trade opportunities” over the next couple of months.
”We’ll be looking at our best fits for trade partners and destinations,” he said, addiing: “We’ll also be talking to very loyal customers, looking to open to small group tours as well as fully inclusive tours.”
On his decision to step down, Wilson said: “After 45 wonderful years running Bon Voyage, now feels like the right time to step back and kickstart a new phase for the business. I can’t think of a better person to propel the company forward than Gordon. He’s a great fit for the team, and we all look forward to seeing the impact of his energy, insights and expertise.”
The Firebird Partnership, founded in 2020, offers a consulting and corporate finance advisory service specialising in the travel, hospitality, leisure and education markets. It works with businesses to deliver rapid growth.
