Secret Escapes strengthens Board with the appointment of Kate Swann as chairman

Kate Swann to chair Secret Escapes as it focuses on growth and seeks further international expansion

Secret Escapes, one of the world’s leading, members-only online travel and experiences companies, is pleased to announce the appointment of Kate Swann as non executive chairman. 

Since founding in 2011, Secret Escapes Group has achieved significant growth, both organically and through value-enhancing acquisitions. It operates multiple brands across 21 territories including: Secret Escapes, Travelist, Slevomat, TravelBird and

In 2018, the Group generated underlying revenues of £101.3m, with over 50% of revenues now arising from outside of the UK, achieving profitability in its developed markets including the UK, Germany, Scandinavia, Czech Republic and Poland. The Group also continued to successfully invest and expand in its developing markets, including the Netherlands, Belgium, Italy, France and Slovakia, which delivered high levels of revenue growth in 2018.

Last year, the Group achieved continued membership growth across all of the brands with an increased variety of offers, following further investment in its Group-wide technology, including its sophisticated packaging, data science and in-house personalisation technology. 

Kate brings significant experience of operating and expanding international businesses of size and scale which will benefit Secret Escapes Group as it continues to execute its growth strategy, integrate acquisitions and develop the business further. 

[Andy Botha, who joined in September as CFO, will also be joining the Board.]

Alex Saint, Co-Founder and Chief Executive Officer of Secret Escapes Group, said: “I am delighted that Kate is joining the Board of Secret Escapes. Since founding Secret Escapes in 2011, we have grown rapidly, developing our international presence organically and through acquisitions to become a leading multi-brand travel and experiences business. Kate is a highly-regarded business leader with a fantastic reputation for expanding businesses internationally and operational excellence. Her advice and experience will be invaluable as we strengthen our presence in core markets, increase share in our new and developing markets and enhance our central operations to enable the continued integration of our brands. I look forward to working with her and the Board as we continue to grow.”Kate Swann commented: “I am excited to be joining Secret Escapes’ Board. Secret Escapes occupies a unique and dynamic space in the travel industry. It is a trusted source of quality but great value offers for its highly engaged membership base, thereby providing a vital sales channel for its global network of partners. Now, more than ever, people value and desire end-to-end experiences and Secret Escapes Group is well placed to leverage its proprietary packaging and personalisation technology to continue to develop its user experience and inspire bookings. I look forward to working with the team and supporting them in their strategy to grow the business.”