Illusions has signalled its intention to corner the US market by appointing a business development guru dedicated to growing the travel tech firm’s presence in the Americas.

The Dubai-headquartered company has recruited Scott Fluhrer as vice president sales – North America, who commands extensive experience in the online travel and distribution fields.

Fluhrer will be in charge of driving sales across the Americas, which is one of the top markets Illusions has earmarked for expansion.

“I was attracted to work with a blank canvas across both continents in an entrepreneurial role where I could make a big impact,” explained Fluhrer.

Fluent in English and Spanish and with strong experience working in North and South America in online distribution and business development roles, Fluhrer is well placed to sell Illusions’ cutting-edge technology to this expansive and diverse travel market – one of the biggest in the world.

He led software integration projects to build co-branded travel portal sites for investment partner Yahoo, set-up Despegar’s US corporate office and built a 20,000-strong affiliate marketing network in less than two years.

Fluhrer added there is also an opportunity to broaden the Illusions business model, providing ‘hybrid solutions’ that cater to individual needs.

Establishing effective CRM and marketing strategies for Illusions as well as building industry awareness of the brand through strategic relationships is also top of his agenda.

He has been in discussions with the Association of Destination Management Executives and the United States Tour Operators Association to this effect.

Illusions is now the associated member of USTOA.