Twynam will join the group at the end of October after a stint with healthcare firm Prenetics, where he is managing director – cruise and travel testing.

“I am truly thrilled to be joining the Scenic Group family and to have the opportunity to lead the UK team in Manchester,” said Twynam.  “Both the Scenic and Emerald Cruises are market leaders and the future growth plans are very exciting. I can’t wait to get started.”

Prior to his role with Azamara, Twynam headed up Kuoni’s cruise operation in the UK and was managing director of Virgin Holidays’ cruise division.

Anna Wolfsteiner, Scenic Group chief sales and marketing officer, described Twynam’s appointment as "a major coup" for the company – one she said would strengthen Scenic’s presence in the trade.

"Richard is a real heavy hitter in the business, who has experience running travel brands with a reputation for great customer service and unique customer propositions," said Wolfsteiner. "We’re delighted he is joining us to help spearhead our growth plan."