Butterfield & Robinson has named Luc Robinson as president and chief experience officer, succeeding Norman Howe.

Luc Robinson
Luc Robinson

Robinson is the son of Sidney Robinson, who co-founded the company with his sister, Martha, and her husband, George Butterfield, in 1966. The company first led student tours, then became an early leader in luxury bike travel in the 1980s.

A former consultant at Bain & Co., Luc Robinson joined the company in 2015 and most recently served as its chief information officer.

"Luc's forward-looking vision and focus on innovation provide B&R with a dynamic approach that will propel us into the next generation of travel and continue our decades-long commitment to pushing the envelope," George Butterfield said.

The leadership change comes as the company increasingly expands its focus from luxury biking toward more fully customized luxe adventures.

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