Alex Langton has joined the Chorley-based cruise agency, founded in 2020, as head of sales and operations, bringing experience from roles with ITC and Audley Travel.

Rhianna Latham, meanwhile, joins the business as its first head of people and culture from the utilities sector where she worked as an HR business partner.

Panache founder James Cole said hiring from outside the cruise sector, in the case of Langton, and from outside travel, in the case of Latham, would ensure both new additions to the team would bring "different perspectives".

"It’s a significant step for us to have appointed two people of the calibre of Alex and Rhianna," said Cole. "They’ve gelled in really well with the management team and I’m very excited about the future."

With a team of 58 UK-based employees, and another eight in the US, Cole said Latham’s appointment – in particular – was a sign of the company’s ambition.

"Normally, you need to be between 100 to 200 people before you have a head of culture," said Cole. "But our number one focus is our people and colleagues and we wanted to make an early investment in them."

In his role, Cole said Langton would be vital in ensuring Panache maintains its customer service proposition. "We pride ourselves on the personalised service that we offer,” he explained.

"All our customers get introduced to their own cruise connoisseur on their first point of contact until they come back from their cruise. Alex is responsible for that customer journey."

Cole continued: "Our strapline is ’nothing is too much trouble’ and we live by that value. We’ve also recruited a number of new apprentices and cruise connoisseurs as we strive to become the world’s largest seller of luxury and ultra luxury cruises by 2030."

Panache’s aim is to hit £100 million a year annual turnover by 2027/28. In its last financial year, it grew turnover to £22.2 million – a 68% year-on-year increase – off the back of 2,623 cruise bookings.