Turner, formerly director of sales for DMC specialist Discova and head of B2B sales at Intrepid, brings 15 years of industry experience to his new role. 

HF Holidays chief executive David Harrington described Turner as “a phenomenal strategist” and said he was “delighted” to welcome him to the company’s senior team.

“He brings a wealth of knowledge, leadership, energy, and creativity to our organisation. As we continue to develop our portfolio, Andrew will play a crucial role in driving commercial success and progress valuable partnerships. We look forward to the impact Andrew will have,” said Harrington.

Founded in 1913, HF Holidays offers more than 260 guided and self-guided walking holidays across 40 destinations worldwide.

“I’m thrilled to be joining this passionate team at such an exciting time in the travel industry,” said Turner.

“I look forward to driving growth and enhancing commercial strategy, whilst maintaining our commitment to providing unforgettable experiences for our customers.’’