October 3, 2019

Our latest news...

Charlotte Fincham
Partner Manager - Hotels

After a busy summer, Q4 has got off to an equally active start here at Upgrade Pack.

As we prepare to launch our exclusive platform for upgrades with our inaugural hotel and airline partners, we've announced some fantastic new hires, attracted further investment, and expanded internationally.


We recently added to our top-notch team with some exciting senior appointments..

Last month we welcomed Deborah Merrens as Chief Marketing Officer. A global leader in marketing and customer experience, Deborah has worked for some world class travel brands, including Hilton Group, British Airways and Mastercard.

With a deep understanding of elite and frequent travellers, loyalty program management and digital communications, Deborah is a fantastic addition as we align with the needs of our airline and hotel partners around the world.

Deborah Merrens

Ex-Google and Expedia executive Toby Berger has also joined us as our Asia Pacific COO. Toby is a highly respected General Manager with 20 years commercial experience in the APAC market. Based in our new Singapore office (see below), he will work closely with our partner and commercial teams as we launch and scale in the region.

Both Deborah and Toby are travel-centric and truly international in their perspective - we’re delighted to have them on board.

Along with our latest investment update, David Brownlow joined as our company Chairman. A serial entrepreneur and philanthropist, David has experience in many complimentary sectors including technology, leisure and hospitality.

David Brownlow

We’ve also announced new offices in Singapore and Edinburgh! Our Edinburgh premises position us well to service UK business from north to south, and will eventually have a dedicated client and partner support function/team based here. And as a global technology and finance hub, and one of the world’s most visited cities, Singapore represents the perfect base for the first phase of our international expansion.

Our central Singapore offices


We’ve been talking to hotels about leveraging digital to further enhance guest engagement (regardless of their affiliation to a loyalty program), while optimising revenue from direct bookings.

Our Partner Manager for Hotels, Charlotte Fincham has also written about how special approaches to distribution can help hotels to address an ‘accepted problem’ of lower occupancy periods, and secure potentially lost revenue for premium inventory.


We're looking forward to attending ILTM Cannes in December.

A flagship date in the luxury travel calendar, it's the perfect opportunity to learn more about our unique platform, and the benefits of being one of our hand-selected hotel partners. This includes exclusive access to our highly engaged member community of affluent travellers - allowing controlled distribution of your premium inventory.

To arrange a meeting with us, and discuss how we could help optimise your direct bookings revenue, select Upgrade Pack within your ILTM buyer preferences.

In the meantime feel free to contact Charlotte Fincham or James Edwards at charlottefincham@upgradepack.com or jamesedwards@upgradepack.com.

You can also keep up to date with the latest news from Upgrade Pack by following us on LinkedIn.

        manage cookies