Lisa Smith is expanding her role at ITC to become managing director of luxury tour operating brand Inspiring Travel.

The internal move sees her retain her role as ITC chief operating officer while taking on full responsibility for Inspiring Travel, the largest business within the group’s portfolio which also includes Regent Holidays, Rainbow and sports operator Spectate.

Inspiring Travel, the group’s tailor-made premium travel brand, has been rebranded and repositioned to build on its reputation in the luxury travel industry as part of a wider ITC refresh.

The operator has a dedicated sales team solely focused on serving travel agent partners. 

Prior to ITC, Smith was UK managing director of Key Travel and global customer experience director for dnata, along with operations director roles in Gold Medal, Travel2 and Thomas Cook.

She said: “This is a really exciting time for Inspiring Travel. The business has a very loyal customer base, curates and delivers beautiful products and experiences, and has very talented and caring people at the heart of all we do. 

“I’m delighted to be leading the business as we continue to grow and further deliver on our promise of personalised concierge luxury and tailor-made bespoke experiences. 

“I’m looking forward to working with our teams and our supplier partners to further innovate our services, product offering and further grow this exciting brand.”