NEW YORK — After 30 successful years in Canada, Trevello Travel Group has set its sights on the U.S. with expansion plans as well as a CEO for Trevello World Holdings.

Elizabeth Crabill will lead the expansion, backed by her 20+ years of travel industry experience, most recently as CEO of CIE Tours.

Zeina Gedeon, CEO of Trevello’s Canadian operating company, will continue in the same capacity, driving the growth and operations of the business in-country.

Gedeon will also serve as Chief Operating Officer of Trevello World Holdings. She will report to Crabill.

Crabill will be responsible for expanding Trevello’s host business model into new markets, building the global business by increasing its network of independent travel professionals, growing profitability and market share, maximizing sales revenue and building brand awareness, says Trevello founder Morris Chia.

“Thanks to Zeina’s leadership, vision and passion as well as to the dedication, loyalty and tireless efforts of our worldclass team, our Canadian business is thriving, positioning us well for this exciting evolution of Trevello,” said Chia.

He added: “We are the most travel advisor-centric agency, trusted by our community to provide them with the very best support, resources and compensation. As we look to the future and to developing an even greater value proposition for advisors across the globe, we are very happy to welcome a game changer like Elizabeth to the team. We’re going to evolve the traditional host agency market with our innovative approach, and Elizabeth is exactly the leader to transform the industry with us.”

Crabill, who is based in New York City, will report to Chia.

In her eight years leading CIE Tours Crabill guided the legacy tour operator to high growth and increased profitability through design of a future-facing business model powered by data, customer insights and technology-driven investments. She has also served as President of Travel Bound and GTA Americas, and held various leadership roles with Lindblad Expeditions, Travel Impressions and Global Adrenaline. Crabill was Chairman and board director of the US Tour Operator Association (USTOA), and she held advisory roles with travel industry startups.

Says Crabill: “I have worked with the vibrant travel advisor community for many years and see the incredible potential that exists to innovate and grow the industry. I’m energized and inspired by the opportunity to lead Trevello and our family of travel advisor entrepreneurs on the next leg of our journey. We’re going to grow bigger and stronger with the right advisors and partners, so I encourage everyone to stay tuned. There is much more to share in the near future.”