The car hire brokerage firm said the changes were a bid to “drive confidence in the brand among travel agents and travel industry partners”.

Other new appointments include Keely Capsalis as sales/events coordinator, Lucy Ritchie as sales executive and Olivia Oakley and Ellis Sontag as business development executives.

Previously Joyner worked for three years at Royal Caribbean as strategic account manager, responsible for managing the line’s top cruise specialist partners across retail and tour operators.

Prior to Royal Caribbean, Joyner was cruise club manager for The Travel Network Group. He has more than 15 years’ experience in the travel industry.

Joyner said his first priority was to build confidence in the Affordable Car Hire brand and strengthen partnerships with the UK travel trade to raise awareness of the product and drive sales.

He will also be working with the sales team to showcase Affordable’s “ever-expanding range of services and keep the industry up to date on its latest product offering”.

“I’m excited to be working with the team at Affordable Car Hire and am looking forward to building some strong relationships with the trade and reassuring our partners that we are open for business,” Joyner said.

Angela Day, chief executive of Affordable Car Hire, added: “We’re delighted to welcome Stephen to the Affordable Car Hire team, and together with the additional sales support from our expanded team, we’re confident we can get business back to where we need it to be.”