Martyn Sumners, executive director at Aito, said Maidman – who will be based on the road – had “a wealth of specialist travel experience from cruise to tour operating and tourist boards”.

Maidman most recently covered the role of sales manager UK leisure at Belmond, and has also previously worked at Fred Olsen Cruise Lines and P&O and Cunard. 

She told TTG: “Fred Olsen and P&O and Cunard was very much looking after the retail agents, while at Belmond it was the tour operators. I have experience of working with both routes to market. 

“My role is to increase the membership if I can, but to improve communications between tour operators and agents so they get the best out of that trade partnership to understand what works for those respective parties to make that relationship flourish.

“I’ll be working with associate partnerships as well, such as tourist boards.”