Coffey returns to travel with Pembrokeshire-based Routescape taking up a newly-created chief operating officer role with the business following a spell away from the industry after leaving TTC in May 2021.

Founded by Neil and Zoe Kedward in 2018, Routescape’s primary market is US inbound, but is now seeking to grow its business from the UK and other source markets – including expanding into Europe.

Routescape specialises in "informed adventure and culinary travel" throughout western Europe, delivering "an authentic luxury travel experience with a true sense of place"; Coffey will lead the firm’s travel team from its Cornstore head office, overlooking historic Pembroke Castle.

Coffey said her key focus would be to build and develop relationships with suppliers and partners. "We envisage our business will [become] predominantly trade orientated as a key part of our growth strategy," she revealed. "Given my previous experience, I’m really looking forward to reconnecting with friends and colleagues in the travel industry.

"Currently, the majority of our market in US inbound. However, we are looking to grow our UK and other source markets as we expand in Europe. We have a number of sales channels, including travel agents, partners and a small volume of direct sales. One of my goals is to grow and develop our trade business."

Routescape’s owners said Coffey had established herself as "a proven values-driven leader" with extensive experience in high demand sales, operations and business transformation, including a 13-year stint with Virgin Atlantic – latterly as the airline’s head of business change.

More recently, she has held senior leadership roles with G Adventures and TTC, before taking a break from travel during the pandemic to lead on efforts to transform NHS mental health provision in Sussex.

"Rachel is a genuine travel geek with a big heart," said Neil Kedward. "The fact she has visited 250 World Heritage sites and too many funicular railways across the world underlines that.

"We are absolutely delighted to welcome her to Pembrokeshire to lead a team of professionals already delivering great levels of service and customer satisfaction for our travellers and business partners.

"Rachel has a breadth of experience that embraces strategic change, sales and operational delivery, which will be critical as we build the architecture capable of supporting our ongoing growth story.

"Her genuine desire to put her team first, nurture and build success around people and culture, is right at the heart of our approach.  The team could not be more excited to start working with someone with her skills and experience working for globally recognised travel brands."

Routescape said Coffey’s appointment followed "unprecedented business growth" during 2023 to date.