Travalyst appoints Julie Cheetham as new Chief Executive Officer

Travalyst, the independently governed not-for-profit coalition of some of the biggest names in travel and technology, founded by Prince Harry, The Duke of Sussex, announces the appointment of Julie Cheetham as its new Chief Executive Officer.

Following an extensive global search, 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 strengthening its role as a trusted voice in shaping policy and regulatory coherence across travel and tourism.

A recognised sustainability leader, South Africa-based Cheetham brings a wealth of 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. She scaled the platform into a multi-award-winning solution used across 86 countries before its acquisition by Travalyst in 2024, where the technology has been transformed and developed into the Data Hub.

Her work has spanned global financial services, tourism operators, technology and NGOs—expertise that closely aligns with Travalyst’s mission to deliver system-wide impact at scale. Before focusing on travel and hospitality, Cheetham built her career in financial services, corporate transformation and ESG, working with leading institutions such as Standard Bank, BMGi and the National Australia Bank, where she specialised in strategy, operational excellence and change management.

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. She has also overseen operational growth, strengthened coalition engagement and guided programmatic development across Travalyst’s expanding portfolio.

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.”

Gianni Marostica, Chair of the Board at Travalyst, said: “Julie is an exceptional leader who combines deep sustainability expertise with operational excellence. She understands the realities faced by accommodation providers, travel companies, destinations and policymakers—and how data can unlock meaningful action across all of them. At a time when the industry faces rapidly evolving regulatory expectations, rising traveller demand for trusted information, and an urgent need for alignment, Julie brings the strategic clarity, credibility and collaborative spirit that this moment requires. I am delighted to welcome her as CEO.”

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.”

Cheetham succeeds Sally Davey, who completes her tenure as CEO after five years of transformative leadership. Under Davey’s guidance, Travalyst scaled the Travel Impact Model (TIM) for flight emissions across more than 130 billion searches globally, expanded its coalition to 13 industry-leading partners, established a respected Independent Advisory Group, launched its certifications initiative, and advanced critical alignment across platforms on sustainability information.

Cheetham’s appointment marks a significant milestone as Travalyst works towards its 2030 ambition to align the travel industry around trusted sustainability information at scale—empowering travellers, supporting companies, informing policy and contributing to global goals for climate, nature and communities.

About Travalyst
Travalyst is an independent not-for-profit entity working to change the way the world travels – for good. Founded in 2019 by Prince Harry, Duke of Sussex, Travalyst is a global coalition of some of the biggest brands in travel and technology: Amadeus, BCD, Booking.com, Expedia Group, Google, Mastercard, Pitchup.com, Sabre, Skyscanner, The Travel Corporation, Trip.com Group, Tripadvisor and Visa. Travalyst mobilises the industry to provide trusted information at scale to empower better decision-making and accelerate impact-led change.

About Julie Cheetham
Julie Cheetham is a sustainability leader with more than two decades of experience spanning conservation, community development, regenerative tourism, hospitality advisory and ESG strategy. She was part of the founding team behind Weeva, where as CEO, she built a globally recognised, award-winning sustainability-management platform serving accommodation providers in 86 countries. Cheetham has advised governments, NGOs, operators and philanthropies on sustainable development, impact measurement and nature-positive tourism. She joined Travalyst in 2024 as Chief Operations Officer and assumed her role as CEO on 1 December 2025.