TORONTO — Butterfield & Robinson has announced Luc Robinson as its new President and Chief Experience Officer.

Robinson, who joined the company as a core member of its Innovation Team in 2015, formerly served as its Chief Information Officer. His appointment comes as the company continues to transition from focusing on luxury biking (a category it invented in the early 1980s) to being a fully customized, luxe adventure tour operator.

“B&R invented the luxury active travel market with a focus on bike trips in France and Italy. Over the years, we’ve expanded far beyond that, crafting exceptional experiences of all kinds around the globe,” said Robinson. “As CEO, I’m eager to embrace this expansion of our ambition. With our unparalleled team of 28 talented Trip Designers living around the world, there’s no traveller dream we can’t fulfill, and no trip we can’t imbue with the same taste and level of care that’s been our hallmark for 53 years.”

Co-founded by George and Martha Butterfield and Martha’s brother Sidney Robinson in 1966, Butterfield & Robinson is currently experiencing one of its most prosperous periods. Since 2012 the company has doubled in size while significantly improving its customer satisfaction scores.

Robinson takes over the reins from outgoing CEO Norman Howe, who he refers to as “a good friend, a brilliant mind and a wonderful travelling companion” who has helped position the company perfectly for the next state in its evolution.