Lydia Dearden

Lydia Dearden is an accomplished commercial leader in the travel industry, currently serving as Commercial Director at Not In The Guidebooks since March 2020. Prior experience includes roles as Product Director at Tots to Travel, where a successful product strategy led to a 40% annual growth in customer volume and revenue. Lydia was previously General Manager of Short Haul Product & Strategy at TUI UK, driving sustainable growth and introducing new city destinations. Additional roles include Interim General Manager at ECETravel, Senior Director of Product at Dark Rome Ltd., and Product Director at Thomas Cook, overseeing a large team and managing a worldwide portfolio. Lydia also held the position of Head of Purchasing at Page and Moy Travel Group and Group Overseas Director at lowcostbeds, with early career experience as General Manager in a contact centre for Airtours.