Travel industry veteran Elizabeth Crabill has been tapped to lead the expansion of Canada’s first major host agency, Trevello Travel Group (Trevello), as it moves into the United States after 30 years in Canada.
As the newly hired chief executive officer of Trevello World Holdings, Trevello’s parent company, Crabill is responsible for expanding Trevello’s host business model into new markets, building the global business by increasing its network of independent travel professionals, growing profitability and market share, maximizing sales revenue and building brand awareness.
Zeina Gedeon, chief executive officer of Trevello’s Canadian operating company, who has been with the company for over six years, will continue in the same capacity, driving the growth and operations of the business in-country. Gedeon will also serve as chief operating officer of Trevello World Holdings. She will report to Crabill.
Crabill is an accomplished c-suite executive in the travel, tour and hospitality industry who has worked with travel advisors and consortia for over 20 years. She brings deep experience leading strategy, growth and digital transformation for businesses from startups to global corporations in the US, Europe and South America.
For the past eight years, Crabill served as CEO of CIE Tours, guiding the tour operator to high growth and increased profitability, according to Trevello, through design of a future-facing business model powered by data, customer insights and technology-driven investments. She has also served as president of Travel Bound and GTA Americas, and held various leadership roles with Lindblad Expeditions, Travel Impressions and Global Adrenaline. Crabill was chairman and board director of the US Tour Operator Association (USTOA), and she held advisory roles with travel industry startups.
Crabill, who reports to Trevello Founder Morris Chia, is based in New York City.
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