Travel management veteran Eve White joined business travel booking startup WhereTo, formerly WhereFor, as head of global sales.
White most recently served as VP of global markets at Hogg Robinson, which American Express Global Business Travel acquired.
She said the move was partly an answer to recent calls in the corporate travel community for greater focus on the traveler experience.
“Here it is,” she said of WhereTo, which claims an unnamed Fortune 10 client. “An Amazon experience in the world of corporate bookings. It’s hard to do, but this is tech that actually uses predictive analytics and machine learning to offer the best options to the traveler. It continues refining and crafting what is offered.”
Before joining HRG in 2006, White had been with BCD Travel for 13 years and Northwest Airlines for four.
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