Halloway Appoints Michael Roach as Chief Commercial Officer
PHILADELPHIA, PA — Halloway, an early-stage, privately-held luxury passenger rail company, today announced the appointment of Michael Roach as Chief Commercial Officer. In this role, Michael will lead Halloway’s commercial strategy, overseeing brand, partnerships, relationships with travel professionals, customer acquisition, and the customer experience across the company’s growing portfolio of experiential rail journeys.
Michael brings more than 15 years of experience shaping brand narratives across luxury automotive, hospitality, and experiential marketing. Known for blending strategic precision with elevated storytelling, he has spent his career crafting experiences that resonate with discerning audiences and the enduring brands that serve them. His cross-industry perspective — spanning some of the most image-conscious categories in consumer luxury — makes him uniquely suited to define how Halloway shows up in the world.
“Michael has a rare gift for finding the soul of a brand and translating it into something guests feel before they ever step on board,” said Mike Avena, Founder & CEO of Halloway. “The way we tell our story matters as much as the journey itself, and Michael is exactly the right person to lead that.”
His appointment reflects Halloway’s commitment to building not just a travel company, but a brand that stands alongside the great names in luxury hospitality and experiential design.
“There are very few brands being built today that have this kind of inherent romance — the history, the craft, the sense of occasion,” said Michael Roach, Chief Commercial Officer of Halloway. “Halloway is reintroducing a form of travel that people didn’t know they were missing. I couldn’t be more excited to help bring that to life.”
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About Halloway
Halloway is a curated platform dedicated to luxury and experiential rail travel, uniting historic railcars, iconic routes, and bespoke journeys into a seamless booking experience. Through thoughtful curation and elevated service standards, Halloway transforms fragmented rail offerings into a refined ecosystem of modern rail luxury.
Halloway is a service provided by Lunatrain, Inc.
Contacts
Media contact: AllAboard@gohalloway.com
