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Butterfield & Robinson Appoints New President & Chief Experience Officer

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Luc Robinson takes over the family-owned-and-operated business as it focuses on the next generation of travel innovation

Butterfield & Robinson, the world’s leading luxury active travel company, has named Luc Robinson as its new President and Chief Experience Officer as it trains its focus on the next generation of luxury travel and continues a decades-long tradition of innovation.

Co-founded by George and Martha Butterfield and Martha’s brother Sidney Robinson in 1966, Butterfield & Robinson (B&R) began running student tours in Europe before developing a reputation as one of the most innovative brands in travel, inventing the luxury active travel category in the early 1980s and later expanding into fully customized private luxury adventures.

A former Consultant at Bain & Co., Luc—the son of B&R co-founder Sidney Robinson—joined the company as a core member of its Innovation Team in 2015 and served as its Chief Information Officer before being named CEO.

“Luc’s forward-looking vision and focus on innovation provide B&R with a dynamic approach that will propel us into the next generation of travel, and continue our decades-long commitment to pushing the envelope,” says B&R co-founder George Butterfield.

“But much more importantly, what excites me most about Luc is his passion. Luc embodies our family’s passion for service, adventure, and helping travellers make real, human connections as they explore.”

While George continues his active involvement in the company, with a particular focus on maintaining the unwavering commitment to quality for which B&R has become known, Luc’s appointment as CEO comes as the company increasingly expands its focus from the luxury biking category it invented in the early 1980s toward the fully customized luxe adventures it pioneered in the 2000s.

“B&R invented the luxury active travel market with a focus on bike trips in France and Italy. Over the years, we’ve expanded far beyond that, crafting exceptional experiences of all kinds around the globe,” says Luc. “As CEO, I’m eager to embrace this expansion of our ambition. With our unparalleled team of 28 talented Trip Designers living around the world, there’s no traveller dream we can’t fulfill, and no trip we can’t imbue with the same taste and level of care that’s been our hallmark for 53 years.”

Luc joins B&R during one of its most prosperous periods. Since 2012 the company has doubled in size while significantly improving its customer satisfaction scores and assembling a team of award-winning Trip Designers, who have earned accolades from Travel + Leisure, Conde Nast Traveler, Traveler Made and more.

“I cannot thank [outgoing CEO] Norman Howe enough for everything he’s done for B&R,” says George. “In addition to being a good friend, a brilliant mind and a wonderful travelling companion, Norm has helped position us perfectly for this next stage in our evolution, and we’re extremely grateful.”

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