Former NRMA, Virgin marketer and travel and tourism executive, Michael Betteridge, has become the new chief commercial and operations officer for travel services provider, Travel the World Group.

In the new role, Betteridge will oversee sales and marketing, customer experience, brand partnerships, revenue management, product development and technology uptake. The role is effective immediately.

Betteridge was most recently the general manager of tourism development at NRMA Group as well as its GM of sales and marketing for NRMA Marine. Over his eight-year tenure, he also held general management roles across travel and member marketplace and oversaw sales, marketing, plus business development initiatives including brand, product, customer experience, retail sales, online sales, distribution and digital marketing.

Prior to NRMA, Betteridge was GM of marketing for Wotif Group, and also previously spend more than four years with Virgin Australia including 18 months as GM of marketing. His resume also includes a stint as manager of partnerships and alliances at Destination NSW, plus roles with Ansett Group, Tourism Australia (in the US) and Ticketmaster.

Travel the World is a 47-year-old privately owned travel services provider and sales agent with 45 staff. Brands it represents include Virgin Voyages, Windstar, Riviera Travel and Chiva-Som Australia, while partner brands include Holland America Line, Seabourn and Aqua Expeditions. The company also operates the cruising deals marketplace, cruiseguru.com.au.

Travel the World said Betteridge's strategic vision and customer-centric approach will be instrumental in ensuring the company remains highly competitive and delivers exceptional value to travel agent partners and clients. "Michael's extensive industry experience and impressive leadership skills make him the perfect choice as we look to expand our market presence, strengthen our brand and create new opportunities for our travel partners," managing director, Andrew Millmore, said.

"As we look to build on a strong foundation of 47 years in the Australian travel industry, Michael's expertise and strategic thinking will bring an additional layer of innovation and growth, ensuring our continued success in an ever-evolving market."

Betteridge said he's stepping in at a time when the company is poised for exponential success. "Surviving in the Australian travel industry for nearly five decades is no small feat, and it speaks volumes about the company's resilience and commitment to excellence," he commented.

"One of the biggest takeaways I have about work is to choose the culture you want and the leader you need, and I believe Travel the World aligns perfectly with that philosophy. I am particularly excited to step in at a time when the company is poised for exponential success. Together, we will explore new opportunities, forge strategic partnerships and innovate to meet the evolving needs of the industry."

As well as bringing a fresh perspective to the company's overall operations, Betteridge is tasked with implementing data-driven strategies and leveraging industry insights to identify new market opportunities and optimise existing ones to drive growth and revenue. Other priorities include building and nurturing strategic partnerships.

Betteridge also has a number of non-exec director experiences under his belt including with Destination Country and Outback NSW and Tribal Warrior Aboriginal Corporation.