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our expertise

Meet our team

Our success is built on creating connections. We link hotels and DMCs with tour operators, travel agents and other travel service providers in the UK and Ireland. Through robust strategic planning and a uniquely creative approach, we drive solid commercial results.

Deevesh Joshi


Founder & Director

After studying tourism, Dee threw himself into the rapidly evolving sector of tour operations. He spent 13 years in a variety of roles at Thomas Cook, learning everything he could about sales, systems, product management and senior management. While there, he was responsible for the growth and commercial success of a number of destinations, including some standout examples in the Middle East, Africa and Southern Asia.


After that, he joined a new venture: Planet Destinations, a sales, marketing and PR agency for travel businesses. Dee’s achievements over the next eight years included the development of one of his DMC partners, establishing them as a leading travel provider for the UK and Irish markets, and playing a pivotal role in the creation of a new hotel brand in the Indian Ocean. It’s now a key name in the destination.


Dee also took the lead in setting up a new travel trade roadshow, focusing on the United Arab Emirates. He’s proud to say that it’s become one of the destination’s main annual events for both travel providers and frontline sellers alike.


In 2019, Dee founded We Define Travel Ltd. Specialising in highly tailored sales and marketing representation for hotels and DMCs, including industry insight and training in products and services, We Define Travel brings Dee’s vision for the future of travel representation to life.

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Celine Bastien


Sales & Marketing Director

Celine first followed her passion for travel at the age of 16, when she spent a year living in Alabama, USA, on a student exchange programme. This exciting opportunity to meet new people and discover new cultures led her to complete a Travel and Tourism degree, after which she left her native France for more adventures.


The route from there to Celine’s current role at We Define Travel has seen her working both at sea and on land, as she gained a breadth of knowledge in the cruising, hotel and tour operator sectors.

Having worked alongside Dee at Planet Destinations, it felt like the logical next step to join him when he started We Define Travel, so Celine’s been with us since the beginning. She’s mainly focused on our Indian Ocean and Middle East portfolios, and her first-hand experience of working in so many different areas of the travel industry has given Celine a well-rounded insight that’s proved to be invaluable to our operations at We Define Travel.


Even now, after living abroad for 16 years, Celine has lost none of her enthusiasm for discovering different places and people.

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Sophie Taylor

Business Development Manager

Sophie's passion for travel started at a young age - her parents were both avid travellers which led to a number of family holidays across Europe, North Africa and the USA.  It was this passion that drove her to pursue a career in Tourism, following the completion of her degree in Marketing from Leeds Metropolitan University. At the age of 22 she began working as an Account Executive for a representation company promoting a number of Caribbean hotels, working across all aspects of sales and marketing before eventually working her way up into an Account Management position.  


After 4 years Sophie was ready for a change and began to work alongside Dee and Celine at Planet Destinations in the role of Business Development Manager. Her time here saw her work on a number of accounts in Kenya, Zanzibar, India, South Africa and The Maldives to name a few, and allowed her to develop a great network of contacts across key UK tour operators and travel agencies.


After 2 years with another company managing various African and Maldivian accounts, the COVID pandemic led to 2 years away from travel.  Following her break and also the birth of her daughter, Sophie is thrilled to be back in the industry she loves and working again with Dee & Celine.  She is looking forward to applying her years of expertise into representing Crossroads Maldives, along with
the other clients in the We Define Travel portfolio.

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Join the team

If you’re as passionate about travel as we are and think you can help make our team even stronger, get in touch!


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