This month, the company said it had appointed 28-year-old Luc Robinson, the son of co-founder Sidney Robinson, as its president and CEO, a position that it now refers to as the “chief experience officer.”
Although Luc Robinson says his role is to lead the company into a new generation, he says it’s not necessarily about a sweeping change in vision or customer demographic, which he said is currently the 50-plus traveler.
Still, with a millennial at the helm, how can the end result not include some changes with broader appeal to younger travelers?
“Our business started with bike trips in France and Italy in the ’80s,” he said. “Now we do family cruises in Croatia, safaris in Africa and pretty much anything that is active and immersive around the world, with a rock-solid team of trip planners.
Although Luc Robinson said that he grew up with a lot of great travel adventures, he had never really planned to join the business, adding that his father hasn’t been actively involved in the company since before he was born.
After graduating from college, he said he worked as a consultant and founded a small technology company. Over the last few years, he said, he started working on the side at Butterfield Robinson with his uncle, George Butterfield, who co-founded the business with his wife, Martha, and Sidney.
As CEO, he said, he intends to immerse himself, working closely both with and as a guide and trip planner.
“Luc’s forward-looking vision and focus on innovation provide BR with a dynamic approach that will propel us into the next generation of travel and continue our decades-long commitment to pushing the envelope,” Butterfield said in announcing the appointment.
“But much more importantly, what excites me most about Luc is his passion. Luc embodies our family‘s passion for service, adventure, and helping travelers make real, human connections as they explore.”