STRATEGIC LEADERSHIP • SALES & MARKETING • GLOBAL BUSINESS DEVELOPMENT

Long-term Strategy, Short-term Execution, Immediate Results

Experienced Growth Architect with a proven track record of transforming businesses in the travel, hospitality, and packaged consumer goods industries. Expertise in driving double-digit growth through strategic leadership, brand management, global business development, innovative product development, and building high-performing teams.

10%-40% in Double Digit Growth Consistently
100% Profitability Turnaround for 3 Underperforming Companies
$200M+ P&L Responsibility for Global Organizations
85+ Recommendations Building Relationships & Results
Book Coming Soon in 2025! "The Why Whisperer, How to Motivate and Align Teams That Get Your Strategy Done"

About Hans

Global Vision

Experience leading international operations and sales, having worked and lived in seven countries, with an expertise for navigating diverse markets and cultures (e.g., built market leadership in China twice).

Turnaround Specialist

Proven success in leading business transformations, restructuring operations, and driving profitability (e.g. turned around a loss-making company into a successful organization with double-digit growth).

Innovation Catalyst

Passionate about developing unique products and experiences that capture the imagination of travelers. (e.g., spearheaded the development of a new, bespoke product for Four Seasons Yachts).

Digital Marketing Savvy

Adept at leveraging digital marketing and sales strategies to drive customer acquisition and engagement. (e.g., grew direct business from 5% to 25% through digital marketing).

Leadership Acumen

Proven ability to build and lead high-performing teams, fostering a culture of collaboration and excellence. Recognized by author David Meermann Scott for setting the tone for team delivery and performance.

Strong learning agility

Korn Ferry Learning Agility eChoices score: of 91 – Top 9% of senior executives. Summary of assessment; “Strong business acumen, balancing long-term strategy with short-term execution, drives for results, enthusiastic, engaging, and inclusive leader, driven to learn”.

P&L management

Managed $200M+ topline P&L’s, but also scaled and advised start-ups.

Case Studies

Situation

Appointed CEO and President of Quark Expeditions, after the company had a total loss of $15M ($8M operational loss, $7M balance sheet issues). The company was in crisis, with old ships, low occupancy, high distribution costs, and a demotivated team.

Task/Activity

The objective of TUI Travel (owners) was to "stop the bleeding".

Developed and executed a strategic plan focusing on occupancy optimization, stimulating a “sell every berth” team mentality.

Focused on strategic account management and global business development.

Launched B2C strategy with immersive website, and focus on social media.

Results

Turned around the company, making $7.5m in 2015.

B2C growth from 5% to 25%.

Expanded distribution to 50+ countries, initiated market leadership in China.

Realized preferred partnerships with Virtuoso and Signature travel agent consortia.

Mentioned as “best in class” business case in David Meerman Scott's book "The New Rules of Sales & Service".

Situation

Appointed CEO and President for Victory Cruise Lines, owned by three investors who invested $18M in the business acquiring two second hand ships, and wanted to sell it off.

Task/Activity

Prepared the business for sale, through rapid scaling.

Increased revenue, profit, size databases, distribution contacts & brand strength.

Expanded partnerships with distribution networks, entered international markets.

Implemented targeted outreach and digital marketing strategies, growing travel agent database from 160 to 21K+ & direct consumer database from 1,800 to 24K+.

Results

Boosted annual revenue from $11M to $32M.

Business was sold for $56M to American Queen Yogages.

Delivered 211% ROI for investors within 18 months.

Situation

Appointed Managing Director of Sawadee Reizen after its acquisition by TUI. Financial Crisis hit, forcing most travel companies into a decline. The objective of TUI was to significantly grow the business.

Task/Activity

Relaunched Sawadee with new visual identity, merged two brands into one “power” brand.

Restructured marketing budget and activities: Cut brochure costs, launched first- ever Sawadee TV campaign.

Renegotiated contracts most products with suppliers.

Relaunched website and social media, focusing on Facebook.

Results

Despite market was down, profitability more than doubled with 125% growth.

Became a top 10 Dutch brand on Facebook.

Won the "Green Feather" for most sustainable Dutch travel business.

Situation

As President of Albatros Travel, we faced revenue challenges during the COVID-19 pandemic.

Task/Activity

Reduced overhead by 50%.

Put ships in long-term (“cold”) lay-up minimizing costs.

Kept most of the revenue by offering convincing future travel credits.

Focused commercial time on webinars, building travel agent database, LinkedIn social media, agent newsletters with engaging content and Hubspot CRM.

Results

Optimized cash flow made company survive relatively healthy; Greenland DMC business recovered quickly when borders opened.

First Antarctica season (1 ship) had 85% occupancy, delivering positive cash flow.

Transformed Albatros Expeditions over COVID-19 period from a regional operator focused on Scandinavia and China, into a global player, with U.S. sales as a majority (55%).

"Lagerweij is in the thick of communications and sets the tone for what his entire team delivers, from the expedition experience itself, to how that experience is sold to potential customers".

David Meermann Scott
"The New Rules of Sales & Service"

Strategic Planning & Execution

“Hans developed and implemented a strategic plan for the company, establishing itself as the undisputed market leader in Great Lakes cruising. Hans took the lead in expanding our distribution, both within the US travel agent channels, and international wholesalers. He also reorganized the marketing function, building a strong marketing team focusing on digital and online. The business was successfully sold, and I can strongly recommend Hans, and his solid commercial and strategic skills."

Ole Bodtcher-Hansen

Victory Cruise Lines

Strategic Planning & Execution

"Hans is incredible! His experience in the luxury hospitality space gives him such a unique perspective into how to run a business. He has given valuable advice and guidance for our business all the way from a high-level strategy perspective all the way to detailed branding and customer experience initiatives. Have loved working with him and would highly recommend him to any company!"

Daniel Lacey

Pura

Results Driven

"Hans is an outstanding managing director who always delivers exceptional results. I was responsible for hiring Hans when he joined the TUI Group. in a short space of time, he revitalized our Dutch adventure tour operation before being promoted to President of Quark Expeditions in Toronto. During his time at Quark he has re-established the business as market leader and grown both its market share and improved profitability significantly. His talents allow him to adapt and improve any business in even the most difficult of circumstance, whilst importantly leading and developing great teams."

John Wimbleton

TUI Group

Product Development

"It's with pleasure that I acknowledge the professional skillset that Hans is carrying with him both on and of the workplace. Hans is a true leader and industry professional who is very
knowledgeable within the cruise and expedition industry. I have worked with Hans during the setup and outline technical specifications for the Four Seasons Yacht where Hans represented the vision and direction as set forth by Four Seasons. Hans is a true team player and always motivated to go the extra mile. My best wishes goes to Hans in his career and will welcome him anytime."

Jan Sorensen

Four Seasons Yacht

Product Development

"Hans is a true professional in the realm of the cruise industry. He is knowledgeable, understands in-depth operational aspects and luxury. It was a pleasure to work together on the Four Seasons Yacht project as we developed in tandem intriguing programs and worked through exciting designs and concepts. His supporting and caring nature is a bonus to any organization. I look forward to remaining in-touch with Hans as he progresses to his next venture."

Phillip Blaser

Four Seasons Yacht

Team Building & Leadership

"It is with enthusiasm and pleasure that I recommend Hans Lagerweij. Hans, in my estimation, is that rare business leader who can balance commercial and cultural objectives, can be an inspirational leader and set remarkably high expectations, and can inspire staff and customers alike to want to work for or with him and his team.

In my time working with Hans I was privileged to watch him build a remarkably successful business, and then to step into a more senior, broader role. Often leaders who make this transition struggle to learn new skills and objectives. Hans sought out feedback, coaching, and support and he diligently planned his transition. Moreover, his execution of his plan was flawless. I have rarely seen others manage similar changes as smoothly."

Sean Madian

IonQ

Team Building & Leadership

"Hans was my CEO for a few years and helped the brand to grow immensely on a global market. I very much enjoyed working with him. He gave me the opportunity to work in the expedition field. Hans instills confidence, positive energy in everyone on his team! Hans is an asset to any company!"

Melissa Waidner

Albatros Expeditions

Innovation

"Innovation is a slippery field; one must tread carefully yet confidently. And that's the great thing about working with Hans on complex service and product innovation projects. He knows when new ideas deserve to be nurtured, then acts decisively when the time has come to choose amongst them and get them to market. I enjoyed this tremendously while working with him at Sara Lee and then later on in his amazing work at TUI."

Costas Papaikonomou

TUI Group

Organizational Transformation / Change Management

"Hans is an energetic and visionary leader committed to innovation and excellence. As a result, he is successful at implementing change rapidly and effectively throughout the organization."

Leslie Bruce

TUI Travel

Commercial Strategy Leadership

"Hans supported the start-up of Positive Polar, building a commercial strategy, structuring our future marketing and sales department, hiring talented colleagues, and supporting the implementation of our reservation/business/payment systems. He also has an impressive network within the travel industry, as he introduced us to many interesting contacts. Hans has strong commercial, strategic, and business acumen skills. I can strongly recommend him!
"

Jenn Bonilla

Positive Polar

Commercial Strategy Leadership

"Hans has a well honed insight into the expedition market and a strong body of relationships to help execute any strategic plan in the space. He is especially strong in understanding the marketing and branding aspects of the industry."

Peter Schaerf

AMA Capital Partners

Partnership Development and Management

"Hans has done an amazing job forging a relationship with Signature Travel Network. He and his team dig in and really partnered with us and our members, generating fantastic new business together and deep relationships. Thanks for your leadership and hard work to make this all happen."

Alex Sharpe

Signature Travel Network

Board Experience

"I've served with Hans as an NED and then Chair at The Safer Tourism Foundation. He brings his wide experience in different sectors of travel, transportation and hospitality sectors, and also branded consumer goods to every discussion. Hans has a sharp strategic focus. He keeps asking the important questions, and is one of the most valuable board members contributing in meetings."

Paul Carter

The Safer Tourism Foundation

Board Experience

"I have worked with Hans as a fellow Trustee on the board of the Safer Tourism Foundation. This was a fledgling charity when we started and Hans positive contribution has helped to shape the organisation to the respected charity it is today. Hans is a dynamic contributor , a good communicator, knowledgeable about the travel industry and a valued team player. He would be an asset as a non exec on any board."

Janet Russell

The Safer Tourism Foundation

Coaching

"Hans possesses a gift for strategic coaching that sets him apart. His ability to guide leaders through complex business decisions while building their capabilities is remarkable. What truly distinguishes Hans is his talent for combining strategic insight with practical mentorship - he doesn't just advise, he empowers teams to think differently and execute with confidence. His coaching style masterfully balances challenging conventional thinking while providing clear, actionable guidance. Having observed his methodical approach to developing both strategies and people, I've seen how he consistently elevates both organizational performance and leadership capabilities. Any executive or organization seeking growth through strategic coaching would find Hans's guidance invaluable."