Richmond-Upon-Thames - Kevin Nicholas, Managing Director of Nicholas Strategic Marketing, has joined LAE Limited as Senior Consultant, giving the agency further depth in its ability to fulfil services for the travel and hospitality industry.

The addition, Mr. Nicholas broadens LAE's position as a market leader, as his background in both major brand and boutique hotels gives LAE more expertise in the hospitality arena. In his most recent role as Group Director of Marketing for The Eton Collection, a group of luxury boutique hotels in the UK, he developed the company's entire marketing programme, specialising in strategic partnerships, CRM, product development, and distribution strategy. He was previously Regional Director of Marketing for Hilton UK & Ireland and President of Marketing, Massachusetts, for Holiday Inn in the US.

"We're all very excited about growing our business by employing industry stars," said Ciprian Morar, LAE Director, "With LAE's extensive knowledge of the online marketplace and Kevin's background working for leading hotel brands, this is a natural fit."

About LAE

LAE Limited was created in March of 2004 by a group of senior Expedia executives who saw a very unique opportunity in creating a one stop marketing and technology agency. "There were very few agencies specialising in travel and hospitality. Our experience was that execution and customer intimacy with agencies were generally far from optimal," said James Vaile, founder of LAE Limited and former MD of Expedia UK. The company has specialised in online development, including brand building, web site design and usability and search engine optimisation (SEO). They have also developed technology solutions that allow industry professionals to manage all their online business from a central interface. LAE has done work for Expedia, Online Travel Group, Edreams, Superbreak, BookaTrip, and The Zetter Hotel.

LAE offers a complete range of marketing and technology services, from the creation of a new brochure to development of fully integrated online booking and marketing tools tailored for client requirements. "Although there are a lot of marketing and advertising agencies in the UK, there aren't any that specialise purely in the travel industry and employ only people who have worked at a senior level in travel agencies and hotels. I think that we understand what drives these businesses best, as we have all been working in the industry for many years," said Mr. Nicholas. "There is also a need for smaller businesses, who can't justify paying big salaries for marketing directors, to have access to the best people. We have started offering management services on retainer - now an independent hotel or agency won't have to sacrifice quality by only paying a small fee."

Information on LAE Limited may be found at and they may be contacted at 020 8822 6867.


Press Contact: Kevin Nicholas, 020 8822 6867,

LAE Management Team

Ciprian Morar was most recently Head of Product Development Europe, for Expedia and oversaw the successful launch and management of Expedia’s White Label technologies in Europe. A specialist in E-commerce, Ciprian recently won two D&AD awards consecutively. He also heads LAE’s design and development enterprise, Flame Technologies Ltd.

Mike Potts was most recently Strategic Partnerships Manager for Expedia Europe. He has worked in the online travel space for over 5 years, and is a specialist in online distribution, affiliate programs, business development and account management. He spent 3 ½ years at Expedia Europe and most recently managed the roll-out of Expedia’s highly successful 'white label' program.

James Vaile, founder of LAE Limited is a veteran of the online travel industry and was most recently Vice President of Expedia Asia Pacific, after having launched Expedia in the UK. James brings vast knowledge and experience to LAE and advises on strategy and execution.
Kevin Nicholas

Kevin Nicholas was most recently Group Director of Marketing for The Eton Group and previously was Director of Marketing, Southern Region, for Hilton UK & Ireland and President of Marketing, Massachusetts, for Holiday Inn in the US.

Published on: 12:00AM on 11th January 2005