Ludger Bals will lead sales in Europe for GetThere as the company appointed him as director of sales, account management and the travel agency re-seller channel for Europe, the Middle East and Africa. Based in Germany, Bals will be responsible for the company’s commercial operations, focusing on developing existing corporate travel business, identifying new business opportunities and establishing new target markets. Bals will also be leading GetThere’s re-seller strategy, expanding the indirect sales channel and managing GetThere’s relationship with existing re-sellers.

This appointment emphasises GetThere’s commitment to strengthening its local resources and capabilities in the European market, and boosting further the products and services it offers in the region.

“GetThere recorded impressive growth over the past two years, a result of our ability to use our global capabilities and localised solutions to deliver what the customer needs,” Bals said. “I look forward to building further on our customers’ successes with the product, providing efficient and cost-effective local support and creating synergy throughout the product planning and implementation process, from development through to consulting. I will also work closely with our local teams to ensure they have the right support and tools to deliver the results they promise.”

Bals said one of his priorities would be to develop further GetThere’s existing customer support and to help customers increase adoption rates and accelerate their return on investment.

Previously Bals led GetThere’s business development operations in Germany, where he was responsible for key blue-chip customers. Prior to joining GetThere, he held key positions within large travel management companies, including CWT.

Richard Adams, Sabre Travel Network’s European senior vice-president, said: “Ludger`s track record of establishing strong relationships within the industry and his ability to identify opportunities and grow sales through his passion and dedication will extend GetThere’s market leadership. He has the right experience and skills to build on GetThere’s success and drive even more value for our customers in the region.”