Applebaum will take up the role on 30 November, succeeding Lisa McAuley, who announced in March she would be leaving the trade-specialist operator.

McAuley, though, will stay on in a part-time capacity until the end of the year to ensure a smooth handover to Applebaum, said Gold Medal.

Applebaum, a TTG 30 Under 30 Class of 2013 alumnus, brings more than a decade’s travel industry experience to the role.

He joined Thomas Cook in 2009 and spent four years with the iconic operator before a stint with Affinion International Travel.

In 2013, he joined Attraction World and worked his way up through the ticket specialist’s marketing division. He was appointed managing director in early 2016, a post he held until 2020.

Applebaum will be based at Gold Medal’s Leyland HQ in Lancashire. The firm said he would bring "extensive high-level" experience operating in both the B2B and B2C sectors to the role.

Ailsa Pollard, recently appointed UK and Europe chief executive of Gold Medal parent dnata Travel Group, said: "Simon’s energy, ideas and track record in efficiently leading large and complex businesses is very impressive.

"He is very effective in managing high performance teams, and innovating across technology, product and operations to deliver against challenging strategic objectives. He is also well-known and well-respected across the trade, and will be a great asset as Gold Medal continues its mission to support its valued trade partners.

"I’m looking forward to watching him apply all his expertise and leadership abilities to Gold Medal as it continues its recovery from the pandemic and reinforces its position as the UK’s leading trade-only long-haul tour operator."

Applebaum added: “Gold Medal is a powerhouse in the UK trade, with its record of success driven by an outstanding team and the unrivalled relationship it has with agents.

"My main objective is to ensure I’m supporting them in maintaining the current recovery trajectory through peaks and in to next year, and that recent innovations in product and technology continue to ensure Gold Medal is making the lives of agents better, and facilitate their efforts to market and sell holidays."