White Desert recruits first trade relations manager

Specialist Antarctica operator White Desert has hired Michelle Koen in the newly created role of trade relations manager.

Koen has almost 20 years’ experience in the industry, having worked for a number of luxury African safari lodge operators, including Wilderness and Singita.

She joins the White Desert team having most recently spent five years as head of trade relations at Classic Portfolio, where she worked across a collection of properties and experiences spanning 12 African countries.

In her new role, Koen will look after the operator’s trade partnerships, identifying collaboration opportunities and developing market reach and brand awareness.

Koen said: “My ‘why’ is to inspire and help people to connect with nature. The outdoors has been my lifelong passion, and I firmly believe in the transformative power of immersive nature experiences.”

A statement from the brand said Koen’s previous industry experience had “sparked a lifelong commitment to nature, wildlife, environmental conservation and sustainability initiatives”, aligning with White Desert’s green credentials. The operator has been carbon neutral since 2007 and uses sustainable aviation fuel during its Antarctica itineraries.

The news follows the announcement of the White Desert Earth Foundation earlier this year, which will support investments in sustainable science and education.