Lloyd Cross

Throughout his 35-year tourism career, Patrick Richards has been a strong advocate for the sustainable growth of the travel and tourism sector. Leadership & transformational roles have been held at tour operators, bedbanks and TMC’s. Many years on the executive committee at GTA;  was followed by similar roles at Travelport, Kuoni and Cox & Kings (where he was the Chief Commercial Officer and a Director of its on-line division Ezeego1.) He was also Chair of the leading European travel trade association “ETOA” between 2007 and 2014. In 2020 Patrick founded TerraVerde - an innovative and business-friendly sustainability consultancy, dedicated to the travel, tourism and hospitality sectors. The company combines insights from decades of tourism leadership experience, with the know-how of professional advisory. This helps clients to future-proof their businesses, whilst also minimising impact on the natural world. Additionally, he holds Directorships at LVG Learning, a leader in on-line skills development for the tourism sector, and the “Nordic Tourism Collective,”  which promotes tourism across the Nordics and Baltics. He is based in West London, United Kingdom.