UK: Travalyst the independently governed not-for-profit coalition of some of the biggest names in travel and technology has appointed Julie Cheetham as its new Chief Executive Officer.
Cheetham succeeds Sally Davey, who completes her tenure as CEO after five years.
Under Davey’s guidance, Travalyst scaled the Travel Impact Model (TIM) for flight emissions, expanded its coalition to 13 partners, established its Independent Advisory Group, launched its certifications initiative, and advanced alignment across platforms on sustainability information.
Cheetham steps into the role at a pivotal moment for Travalyst, as the organisation prepares for a year of impact-led change in 2026: scaling the development of its Data Hub, deepening global industry alignment around consistent sustainability information, and building on its role in shaping policy and regulatory coherence across travel and tourism.
A recognised sustainability leader, South Africa-based Cheetham brings more than 20 years’ experience working at the intersection of blue-chip commerce, tourism, and regenerative business models. She was part of the founding team and then CEO of Weeva, the sustainability-management platform created to democratise access to tools and data for accommodation providers.
Weeva was acquired by Travalyst in 2024, where the technology has been transformed and developed into the Data Hub.
Since joining Travalyst as Chief Operations Officer in September 2024, Cheetham has played an instrumental role in developing Travalyst’s Data Hub — an initiative designed to bring credible, consistent and compliant sustainability information to the mainstream.
Cheetham has also overseen operational growth, strengthened coalition engagement and guided development across Travalyst’s expanding portfolio.
Julie Cheetham, CEO of Travalyst, said: “It is a privilege to lead Travalyst at a time when the industry urgently needs clarity, accountability and collaboration in sustainable tourism. I’ve dedicated my career to supporting the places, people and ecosystems that make travel meaningful, and I’m inspired by what Travalyst has already achieved. I look forward to building on that foundation and working closely with our partners to scale the trusted information and collective action our industry needs.”
Travalyst’s founder, Prince Harry, Duke of Sussex noted, “Travalyst is fulfilling a vital role for the future of global travel through innovation and collaboration across the industry. Julie has dedicated her career to the principle of travel for good that benefits people and places, and she has developed a unique perspective on systems-level change. Her leadership, experience and commitment to sustainability make her exceptionally suited to guide Travalyst into its next phase and we are delighted to welcome her as CEO.”
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