With more than 27 years’ experience – 15 of which were at Global – Richards’ initial work will be to “strengthen all areas” of the existing Not Just Travel franchise as she looks to “overhaul, enhance and improve” the business model. 

She’s been tasked with helping existing travel consultants generate more profit and improve customer experience, and in addition will be responsible for developing a new “division” of the company, which sees Not Just Travel seek to “attract the very best travel agent talent in the UK with a completely new, fresh and innovative offering”.

Watch our Face To Face interview with Cherie here

 
Richards, who was awarded the Contribution to Travel accolade at the 2019 TTG Top 50 Travel Agencies awards, said: “Not Just Travel allows its travel consultants the freedom to do business in their own way, while providing unbeatable support and training. I can clearly see that Not Just Travel is breaking into new territory with a bolder vision than any other I’ve seen. I simply have to be a part of it.”
 
Co-founder Paul Harrison said: “During the Covid-19 downturn we have used the time to take stock of our past and present and create a new future. 

“Cherie’s appointment shows our confidence and commitment, in these harshest of times, as we further invest in our business and create a new vision for what will be the new normal as our industry returns. 

“We have started to put together a dream team of talent to help us fulfil our goals and aspirations and make Not Just Travel the very best offering to not just the new-to-travel consultant, but to every experienced travel agent or consultant out there who has an entrepreneurial spirit and wants to be part of something special – building their own business under our award winning umbrella.”
 
Fellow co-founder Steve Witt added: “Watch this space as we change through the gears and continue to disrupt.”