Former UK Head Office team member relocates to Australia to strengthen trade partnerships and expand regional presence
TruTravels has announced the appointment of James Lavin as Head of Commercial Australia & New Zealand, marking a significant step in the company’s commitment to supporting local agents and expanding its footprint across the region. Previously based at the company’s UK head office, Lavin has relocated to Australia to take on the newly created role, bringing extensive global experience and a fresh, on-the-ground presence to the ANZ market.
In his role based in Australia, Lavin will focus on driving brand growth, deepening relationships with retail partners, and providing dedicated face-to-face support to agents. “I’ve joined the team in Australia as Head of Commercial, which is all about bringing the brand to this side of the world and supporting our travel agent partners more closely. Back in the UK, I focused on sales support and training, now I get to take everything I was doing there and actually put it into practice on the ground. It’s the same passion, just with a much bigger map,” he said.
The decision to relocate was both a strategic and personal one. “Australia has always been a huge market for youth travel, and I’ve always loved working closely with agents. When the opportunity came up to support this region full time, it was a no-brainer. We bring something new to the youth sector that isn’t the traditional ‘one size fits all’ style of group travel, and it’s exciting to see agents respond to that. Personally, I was ready for a new challenge, a new environment and maybe a little less rain!”
During his time at head office, Lavin worked across sales training, product launches, brand development and agent incentives, giving him a broad understanding of what partners need from the business. “Working in head office meant I had a hand in pretty much everything. I also spent a lot of time refining how we tell our story as a brand, and I think that will be a huge asset here in ANZ. Being able to translate the ‘Tru magic’ into something agents can confidently sell is a big part of the job.”
Lavin sees tremendous opportunity in the region as demand for authentic, once-in-a-lifetime travel continues to rise.
“My goals are simple—build strong relationships, increase brand awareness and make sure agents feel genuinely supported. If I can help make us a go-to name for youth travel across ANZ, I’ll be very happy.”
The appointment plays a key role in strengthening the company’s global strategy, ensuring the Australia/New Zealand market receives dedicated representation. “Having someone on the ground here means we can finally offer the level of presence and partnership this market deserves. It’s a big step in making sure all our key regions feel connected, supported and heard. I’m really excited to meet as many agents as possible and show that we’re here to be genuine partners, not just another name on an email. And if you see me out and about, please say hi… I’m still navigating everyone’s favourite coffee orders!”
