Susan Lawson promoted to VP, sales, marketing & partnerships at Trevello

There’s a new title for a familiar face at Trevello Travel Group.

Susan Lawson, previously director of engagement at the Canadian host agency, has been promoted to vice president of sales, marketing and partnerships, expanding her leadership role as Trevello looks to build on strong sales and accelerate its growth.

PAX learned the news while spending time with the Trevello team at Virtuoso Travel Week in Las Vegas last week, where Lawson and Trevello Canada CEO Zeina Gedeon spoke about the promotion and what comes next.

While Lawson’s title and portfolio are changing, her central focus remains firmly planted on Trevello’s network of travel advisors.

“I’ll continue to support travel advisors in building their business, regardless of my title,” Lawson said. “But my role has changed in that I will now be responsible for Trevello’s marketing and partnerships, working alongside Zeina, and sales. I’ll still do all of our events, help with mentorship and sustainability initiatives, and oversee training." 

For Lawson, the promotion is also meaningful on a personal level.

“I’m really excited about the whole opportunity,” she told PAX. “I'm working for a company that, I feel, has recognized me. Zeina obviously believes in me. That makes a big difference.”

The pieces of her new portfolio are also natural extensions of one another, Lawson noted, particularly as Trevello works closely with supplier partners on sales, marketing and events.

“The role makes sense. In partnerships, you need to be involved in marketing. I'm driven by meeting targets. I'm also very excited to be working closely with our partners to grow the business.”

“High energy & excitement”

The promotion comes as Trevello heads into its next chapter with momentum, Lawson said.

Asked to describe the current vibe at the company, she pointed to an organization focused on evolving alongside its advisors and travellers rather than standing still.

“The vibe at Trevello is high energy, with lots of excitement about new opportunities,” she said. “We’re moving in the right direction, keeping up with the times, paying attention to what's important to our clients, and focusing on providing that above and beyond, customized service that our travel advisors are known for. Our sales are strong and 2027 looks even better.”

That optimism was on display at Virtuoso Travel Week, where Trevello brought 25 of its advisors to Las Vegas to connect with luxury travel partners from around the world.

For Gedeon, Lawson’s promotion is as much about recognizing her leadership as it is about positioning Trevello for its next stage of growth.

“As a leader, I am as good as the amazing people I have,” she said. “I truly believe in what Susan can do for the organization to propel us forward.”

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.