Meet our team members
CEO
James Aitken
Biography & Experience
James Aitken is the CEO of Great British Trips, overseeing the company’s strategic direction and its wider portfolio, which includes Cashel Representation and associated travel brands. A prominent figure in the UK and Irish travel industry, he brings more than 40 years of leadership experience in MICE travel (Meetings, Incentives, Conferences and Exhibitions), luxury tourism, and experiential group events.
Since acquiring the business in 2001, James has been instrumental in expanding its travel experiences across Scotland, England, Wales, and Ireland. His vision has helped position Great British Trips as a trusted provider of authentic, high-quality travel programmes for international clients.
Alongside his leadership of Great British Trips, James is also a Director of Alainn Tours and serves on the advisory board of TripCreator. He previously held the role of Chairman of UKInbound, representing and championing the UK’s inbound tourism sector.
Professional Experience
Chief Executive Officer – Cashel Travel Group of Companies (2001 – Present)
Group Chief Executive Officer – Cashel Representation (2019 – Present)
Group CEO – Great British Trips (2017 – Present)
Managing Director – Broadstone Network (2020 – Present)
Advisory Board Member – TripCreator (2019 – Present)