Si Morris-Green, former B2B director at Classic Collection, which was closed by On The Beach in late-September, will stay on with the group to lead its cruise division.
On the Beach confirmed it plans to expand its cruise offering further "in the coming months" with deals and full cruise packages from other cruise lines.
It said the launch would allow "the business to serve customers looking for a different type of holiday experience while maintaining the same customer-first approach". The tag line in marketing material shared with media is "ship just got real".
On the Beach chief financial officer Jon Wormald said: "As a business, we're always listening to what our customers want, and cruise represents a natural evolution of our offering. As well as being one of the fastest-growing segments of the travel market, we know cruise is becoming increasingly attractive to a younger audience."
He added: "There is no doubt that Si's expertise and understanding of both the cruise market and On the Beach's culture make him the perfect candidate to lead this expansion as we continue to give customers more ways to find their perfect holiday."
Morris-Green said: "I'm delighted to be staying at On the Beach and leading the new cruise offer. I'm confident my experience in the cruise industry will ensure On the Beach hits the ground running in this exciting growth segment.
"There's huge customer demand for cruise holidays delivered with the same transparency and value On the Beach is known for, and we look forward to bringing the best of the cruise world to both existing and new customers.”
