YHA appoints new sales and marketing director

Added by Love Business East Midlands | 8 January 2013

UPDATED: 12 February 2013

Matlock-based YHA (England and wales) has appointed Joe Lynch to the position of Sales and Marketing Director.

Lynch (42) joins from TUI Travel, Britain’s biggest tour operator, where his most recent role was that of Marketing Director for a number of brands within the company’s Educational Travel Division.

He brings a wealth of experience to the role, having held a number of successful senior sales and marketing positions in the tourism and leisure industries on both a national and global scale for multi-site specialist travel organisations.

The role will see Mr Lynch leading the youth hostelling charity’s sales and marketing team, which is based in the charity’s headquarters on Dimple Road, in raising the profile of the brand and its diverse accommodation network, which includes Youth Hostels, camping barns, bunk houses and camping pods.

Commenting on his appointment Mr Lynch said: “I’m delighted to be involved in such an exciting and worthwhile charity. The diversity of YHA’s product portfolio presents a huge opportunity for the sales and marketing team to position the charity as an authority on learning and travel opportunities for young people and families.

“The modern-day YHA is far removed from the many misconceptions that still remain. You don’t need to be a member, you won’t be sleeping in a huge draughty dormitory, and you certainly won’t be given chores to do in the morning! It is an exciting road ahead and I am delighted to be helping lead the journey.”

Caroline White, YHA Chief Executive added: “Joe will also be responsible for attracting more young people to YHA; encouraging them to experience YHA either as first time users, members or as part of a group. With his track record in educational travel, school groups using YHA and its schools offering will be a key area of focus for him.”

YHA recently embarked on an extensive marketing campaign, underpinned by the charity’s Capital Investment plan to create a world-class network of Youth Hostels in England and Wales and change the outdated public perception of its accommodation.

Most recently YHA announced a £10 million investment in five of its sites and the creation of a new Youth Hostel in the South Downs. The recent investment announcement is helping YHA put further distance between the outdated public perception of Youth Hostels and the modern reality, which is proving particularly popular with young families looking for great value, child-friendly breaks. YHA London Central was even recently praised for its comfort, location, great value and facilities in the French edition of Cosmopolitan, the international ‘lifestylist’ magazine for women.

Further endorsement came recently in the Guardian, Observer and guardian.co.uk Readers' Travel Awards 2012 which ranked YHA at number 4 behind the luxury chains hotels, Sofitel, Hotel Du Vin & Bistro and Malmaison. Marriott was ranked at number 5 in the category.

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