VELTRA Commits to Digital Transformation, Appoints Key Executives

Leadership changes mark a decisive step in reinventing Veltra’s business model.

Tokyo, October 1, 2025 : Tokyo-based Veltra Corporation (TSE:7048), the leading online travel agency, has announced the appointment of Mayumi Birt as Chief Operating & Transformation Officer, and Yuki Hayashi as Chief Technology Officer.

Discussing the appointments, Veltra CEO Wataru Futagi said “The years since Covid have been difficult, and the fall in the value of the yen has certainly impacted our core outbound travel market. Recognising the need to take drastic action, we have committed to a complete re-invention of our business processes in order to make the company more efficient, while retaining our unique points of difference.”

Futagi emphasised that Veltra is at a critical juncture. Competition in the global travel experience sector has intensified, with well-funded rivals pushing aggressively into the Japanese market. “We know that to compete and thrive, we must operate with far greater efficiency, while investing in the digital capabilities that customers now expect,” he said.

Veltra’s transformation program is designed to rebuild the company around modern technology platforms and agile decision-making. This includes the use of AI and automation in areas such as customer service, supplier management, and marketing, as well as more efficient internal workflows.

“Veltra has always been proud of its unique local expertise and curated experiences,” Futagi said. “But we also need to be a technology company. That means moving faster, simplifying processes, and using digital tools to serve customers more intuitively. These appointments reflect our determination to become a truly tech-forward travel business.”

Speaking about the two new officers, Futagi said “Mayumi comes to us with very deep experience of digital transformation in the tourism sector. The work she did with the State of Hawaii is recognised worldwide, and we are keen for her to bring this experience to our business. I expect we will see rapid changes to the way we operate internally and the way we interface with our customers.”

Born in Japan, Mayumi Birt moved to the United States in 1987 and earned her MBA from Portland State University, beginning a 30+ year career in software and technology leadership. As CEO and President of PSP, Inc. in Bellevue, Washington, she negotiated more than 100 international licensing deals, managed large-scale data centers, and led global software design teams. She later founded Ascent Partners, where she guided high-impact transformation projects across industries, including destination management initiatives for the State of Hawaii.

Mayumi is guided by her principle: “(re)imagine + act = transformation.” By blending cultural insight with innovative technology, she has helped organizations reshape how they operate and grow. She also serves as Vice Chair of the Tourism & Hospitality Committee at the American Chamber of Commerce in Japan (ACCJ), advancing cross-border collaboration and industry innovation.

Regarding the CTO appointment, Futagi said “Hayashi has a remarkable history and experience, and we are very lucky to have him join our company. Like many tech executives he is naturally keen to use the new AI tools in our business, particularly where they can deliver on our twin goals of enhancing both the customer experience and streamlining our internal operations.”

Contact Information
VELTRA Corporation
PR Communication: Taka Mitamura, Fumika Koyama
E-mail: pr.jp@veltra.com

About VELTRA
With 150 countries covered and over 20,000 tours & activities offered, VELTRA is a leader in online tours & activities services. VELTRA is dedicated to the advancement, evolution and development of a global online marketplace where people from around the world can interact, share experiences, and deepen their understanding of one another.
Website:
https://www.veltra.com/
https://corp.veltra.com/