Direct Travel, a TMC, announced the appointment of Darryl Hoover to chief data officer and Sarah Kuberry Martino as chief product officer. The executive appointments, according to the announcement, “underscore Direct Travel’s commitment to transforming the travel ecosystem via innovation, data insights, open technology solutions and exceptional service.”

Christal Bemont, CEO, said that with a proven track record of building strong, collaborative teams, Hoover and Kuberry Martino “will be a critical component of Direct Travel’s continued success and growth.”

In his new role, according to the announcement, Hoover will lead a team focused on unlocking data-driven insights, optimizing customer travel programs based on industry best practices and delivering personalized travel experiences. He previously served as Direct Travel’s chief technology officer for more than a decade. “By enhancing data quality and providing actionable insights,” said Hoover, “we can empower our customers and partners to drive smarter decision-making for their businesses. These insights will be foundational to delivering on our vision of the perfect trip.”

In her role, Kuberry Martino will lead the development of Avenir, Direct Travel’s open technology stack, and drive collaboration with technology innovators across the travel industry. Before joining Direct Travel, she served as chief product officer at Modern Health, and senior vice president of product management at health technology company Accolade. Prior to that, Kuberry Martino spent over 15 years in the business travel industry, including working in the product management team at Concur.

“Through a powerful combination of technology, real-time data and exceptional service,” said Kuberry Martino, “we are fostering a new era in business travel that can anticipate challenges, mitigate disruptions and enhance traveler satisfaction.”