Former Global Travel Group commercial director Richards has been appointed chief of staff after joining Not Just Travel as chief business development officer last June.

Not Just Travel said the new role would allow Richards to have a "much wider influence" over the company, while providing additional support to co-founders Steve Witt and Paul Harrison.

Richard will be "largely responsible" for day-to-day business and operations at Not Just Travel, and has been tasked with "bringing a new sense of energy to the business" ahead of the resumption of international travel.

"Cherie has a bold title with a bold new remit," said Witt. "As we come out of the pandemic, Cherie will be developing a new culture throughout the entire Not Just Travel family.

"She has shown she has true personal skills and this role enables her to implement some exciting initiatives as part of our rapid growth strategy."

Richards added: "As a business, we have achieved so much in the last 12 months and our focus now is on the huge potential of the next 24 months in travel.

"We have big growth plans and my role is to make sure the entire Not Just Travel team is ready to make the most of this time."