Thursday, May 22, 2025
Custom Travel Solutions (CTS), a premier private-label travel platform specializing in serving member-based organizations, today announced two pivotal executive appointments that underscore its aggressive global expansion strategy.
Michael Finn has been named Vice President of Sales, and Melinda Burch joins as Vice President of Global Business Development. These appointments mark a significant step in CTS’s ambition to amplify its market presence internationally and innovate within the evolving travel sector.
The private-label travel market, which tailors travel services for specific membership groups such as affinity clubs, loyalty programs, and corporate entities, is growing rapidly.
According to reports by the U.S. Department of Commerce’s International Trade Administration (ITA), the global travel sector is undergoing transformative changes, driven by digital innovation, evolving consumer expectations, and increased demand for personalized travel experiences. CTS’s leadership expansion is well-positioned to capture these dynamics, aligning with governmental strategies that promote travel sector innovation and economic growth.
Executive Leadership to Drive Next-Level Growth and Innovation
Both Michael Finn and Melinda Burch bring extensive leadership experience and proven track records in driving revenue growth, operational excellence, and market expansion across diverse sectors. Their complementary expertise addresses CTS’s strategic goals of deepening client engagement and scaling global operations.
Melinda Burch, Vice President of Global Business Development, is renowned for her strategic acumen in transforming business units and fostering growth across consumer packaged goods (CPG), technology, and distribution sectors. Her success in implementing enterprise software-as-a-service (SaaS) solutions and generating upwards of $60 million in incremental revenue highlights her ability to integrate data-driven sales strategies and operational efficiencies.
Melinda’s expertise supports CTS’s vision of expanding its international partnerships and innovating global platform capabilities. Her appointment aligns with global digital transformation initiatives encouraged by agencies like the U.S. Small Business Administration (SBA) and the European Union Digital Strategy, which emphasize technology adoption to fuel business growth.
Michael Finn, Vice President of Sales, brings more than 25 years of leadership in hospitality, real estate, and marketing.
His previous senior roles at Marriott International and Starwood Hotels & Resorts underscore his deep knowledge of sales strategy, customer loyalty innovation, and resort development. With a history of generating hundreds of millions in annual revenue and being an industry thought leader, Michael is poised to revolutionize CTS’s sales approach.
His appointment resonates with national tourism development policies, such as those by the U.S. Travel Association, which promote innovation and customer-centric approaches in travel and hospitality.
Meeting Market Demands with Precision and Innovation
The global travel industry, valued at over $9 trillion according to the World Travel & Tourism Council (WTTC), continues to adapt rapidly to technological advancements and evolving customer preferences. The travel sector is increasingly competitive, with member-based organizations demanding tailored, seamless experiences powered by sophisticated platforms capable of delivering personalized itineraries, exclusive offers, and flexible booking options.
Custom Travel Solutions, by enhancing its leadership with industry veterans like Finn and Burch, strengthens its capacity to meet these demands. The integration of advanced sales strategies and robust global business development initiatives enables CTS to innovate faster, expand market reach, and unlock new revenue streams. This approach is critical as governments worldwide, including the U.S. Department of Transportation and tourism ministries globally, encourage digital innovation and economic diversification within the travel sector.
Strategic Vision: Fueling Transformation and Global Reach
CTS’s CEO, Mike Putman, emphasizes that the new appointments are more than just filling executive roles — they are strategic moves designed to accelerate transformation and capture growth opportunities amid an evolving global market. This vision supports government-backed initiatives that seek to boost competitiveness and sustainability within the travel industry.
In the United States, the National Travel and Tourism Strategy emphasizes enhancing workforce skills, promoting innovation, and expanding international travel markets. Similarly, the United Kingdom’s Tourism Sector Deal focuses on technological innovation and global expansion to ensure long-term growth. CTS’s leadership expansion aligns with these strategic priorities, positioning the company to contribute significantly to economic development through travel and tourism.
Expanding Global Footprint Through High-Performing Partnerships
With Melinda Burch at the helm of global business development, CTS plans to strengthen and diversify its international partner network. This includes collaborations with airlines, hotels, travel agencies, and technology providers to offer comprehensive, customizable travel solutions that resonate with member organizations’ unique needs.
Her data-driven approach will support CTS’s objective of increasing sales efficiency and operational scalability across multiple markets, ensuring that client organizations benefit from streamlined processes and enhanced service offerings.
Meanwhile, Michael Finn’s extensive experience in customer loyalty and resort marketing will enhance CTS’s ability to forge strong sales pipelines and deliver compelling value propositions to current and prospective clients worldwide. His leadership will be critical in scaling the sales team’s performance and navigating complex market dynamics.
Industry Context: Member-Based Travel Market Growth
The private-label and membership-based travel sector is emerging as a significant niche within the broader travel ecosystem. Organizations across sectors—from corporate employee benefit programs to affinity groups like credit unions and professional associations—are increasingly turning to private-label platforms for customized travel experiences.
According to market research from the U.S. Travel Association and global tourism bodies, this sector is projected to grow steadily, driven by consumer preference for personalized services and the rise of digital distribution channels. CTS’s strategic hires enable it to capture this growth, delivering innovative solutions that meet high expectations for flexibility, personalization, and value.
Technology-Driven Growth and Operational Excellence
CTS’s commitment to technological innovation is further emphasized by Melinda Burch’s expertise in SaaS implementation and operational leadership. The travel industry’s pivot towards cloud-based solutions and data analytics is well-documented by government digital economy strategies, such as those from Australia’s Department of Industry, Science and Resources and the European Commission’s Digital Single Market.
By integrating advanced technology platforms, CTS aims to provide member organizations with real-time insights, enhanced user experiences, and scalable solutions that adapt to rapidly changing market conditions. These capabilities are critical for maintaining competitiveness and delivering superior client value.
The Road Ahead: Bold Expansion and Enhanced Client Success
With a reinforced executive team, CTS is poised to enter a new phase of hypergrowth, characterized by bold market expansion, innovative partnerships, and an intensified focus on client success. The company’s enhanced leadership capacity will drive faster market penetration, the development of new travel products, and the unlocking of previously untapped revenue opportunities.
This forward momentum is timely, as global travel demand recovers strongly post-pandemic, and member-based travel platforms become increasingly vital for organizations seeking differentiated offerings. CTS’s strategic hires reflect a proactive stance toward these market realities, ensuring that the company remains a frontrunner in the evolving travel technology landscape.
Conclusion
Custom Travel Solutions’ appointment of Michael Finn and Melinda Burch to senior leadership roles marks a transformative milestone in the company’s journey. Their combined expertise in sales leadership, global business development, and operational transformation equips CTS to drive rapid, sustainable growth within the global member-based travel sector.
By aligning its strategic vision with government priorities for innovation, economic development, and digital transformation, CTS is well-positioned to redefine how member-based organizations monetize travel worldwide.
As the travel industry embraces technology and personalized experiences more than ever, CTS’s strengthened leadership will be instrumental in delivering next-generation travel solutions, setting new standards for client success and global expansion.
