The company said the role will "strengthen its position within the cruise sector" and reflects its "ongoing investment in its trade partnerships and commitment to delivering expert, competitive and profitable travel solutions across all areas of the business".

Schmitt joins JTA Travel Group with a career spanning more than 20 years in the travel industry. Previously, he has worked for AmaWaterways, Fred Olsen Travel, Tradewind Voyages, SLC Representation and Trailfinders.

At JTA, Schmitt will oversee all aspects of JTA’s cruise business, working closely with cruise and travel agent partners to further expand the company’s portfolio and drive continued growth.

Wayne Darrock, JTA Travel Group chief executive, said: “Cruise is one of the fastest-growing sectors within our business, and Mark’s appointment marks a significant step forward in our strategy to build a stronger, more dynamic cruise offering.

"His wealth of industry knowledge, leadership experience, and proven ability to deliver results make him a valuable addition to our senior management team.

"We’re excited about the expertise he brings and the new opportunities this will create for our trade partners.”

Schmitt added: "The company has an outstanding reputation for supporting agents and offering exceptional value across its brands.

"I’m looking forward to developing the cruise proposition further and working with our cruise partners to create even greater opportunities within the sector.”