AmaWaterways has strategically enhanced its sales team by appointing Anna Borrer as the new Business Development Manager for Southeast England. This move underscores the company’s commitment to strengthening trade relations in the region, ensuring continued growth.
Borrer’s extensive experience in the travel industry, including roles at Travelosophers and major brands like Virgin Holidays, promises to bring valuable insights to AmaWaterways. Her appointment comes at a pivotal time as the company seeks to expand its network and partnerships, particularly with travel agents.
Anna Borrer: Bringing 25 Years of Expertise
Anna Borrer joins AmaWaterways with a robust background of 25 years in the travel industry. Her previous role as the Training and Development Manager at Travelosophers allowed her to hone skills essential for fostering growth and development within organisations.
Borrer has also contributed significantly to brands such as Cosmos, Globus, and Avalon Waterways, where she served as a Senior Business Development Manager. This role enriched her knowledge of strategic partnerships and business growth, proving her capability to contribute positively to AmaWaterways.
Strategic Vision for Growth
AmaWaterways’ decision to appoint Anna Borrer highlights a strategic focus on developing their trade sales network in Southeast England. This strategic hire aligns with the company’s goal to support its trade partners and boost its business operations in the UK market.
The timing of this appointment coincides with an expansionary phase for AmaWaterways, with plans to introduce new ships and explore new destinations. This strategic direction ensures that the company remains competitive and capable of meeting evolving market demands.
Sales Director’s Perspective
Andrea Stafford, the Sales Director at AmaWaterways, expressed her enthusiasm about Borrer joining the team, particularly during a year of record trade sales and new opportunities.
Stafford highlighted the importance of strong agent relationships, stating, ‘More than 90% of our sales are made through agents.’ This strong reliance on agents underscores the need for experienced leaders like Borrer who can sustain and expand these crucial networks.
‘Anna’s experience will prove invaluable,’ Stafford continued, adding that she looks forward to collaborating with Borrer in advancing their business objectives.
Impacts of Borrer’s Appointment
Borrer’s appointment is expected to enhance AmaWaterways’ market presence, particularly in Southeast England, a region bustling with opportunities for growth.
Her expertise in trade partnerships is seen as a pivotal factor in driving the company’s sales strategies forward, ensuring that AmaWaterways remains a leader in the river cruise industry.
Adapting to Market Dynamics
AmaWaterways is at the forefront of innovation, continuously adapting to market changes by appointing qualified individuals who bring fresh perspectives.
In the landscape of river cruising, maintaining a talented team capable of addressing both opportunities and challenges is key to sustainable growth and success.
Borrer’s appointment signifies a strategic effort to leverage experienced talent to navigate the complexities of today’s travel market, allowing the company to remain competitive and innovative.
Transition in Leadership
This new appointment follows the departure of Jayne Lambert, the former Account and Business Development Manager.
Lambert’s transition opened the path for Borrer’s integration into the team, ensuring that the company retains its momentum in cultivating strong trade relationships. Her legacy paves the way for new strategies and fresh perspectives.
Conclusion of Transition Phase
The strategic appointment of Anna Borrer marks the completion of a significant transition phase for AmaWaterways.
With fresh leadership driving trade sales and business partnerships, the company is well-positioned to achieve its growth objectives in the UK market.
The integration of Anna Borrer into AmaWaterways as the Business Development Manager for Southeast England is a strategic move poised to enhance trade relationships and drive growth. Her extensive industry experience and strategic insights are expected to fortify AmaWaterways’ position as a leader in the river cruise sector, particularly in the UK market.
As the company navigates new opportunities with additional ships and destinations, Borrer’s role becomes increasingly crucial in steering AmaWaterways towards achieving its ambitious growth targets.
