If Only sales director Tracy Docherty said the impending departure of Elegant Resorts head of sales Jon Hardcastle had given the business an opportunity to enact a new trade sales strategy, incorporating both brands.

Docherty said it was with "great sadness" she had to announce Hardcastle, who was appointed in February 2019, would leave the business in October.

"Since Jon joined Elegant Resorts, we have gone through a period of unprecedented retailer growth, followed by an extremely challenging couple of years faced by the industry," she said.

"We would like to thank Jon for everything he has achieved at Elegant Resorts during this time. Jon leaves with all our best wishes for the future, and we wish him every success in his next role."

His departure will trigger a significant restructure across the two brands, which will see Gemma Pinder-Davidson assume the role of head of sales north and Charlotte Brailsford head of sales south – both representing Elegant Resorts and If Only.

Docherty said the changes would "enhance" Elegant Resorts commitment to, and support for, agents while "maintaining and growing" the support the team currently provides to agents booking with If Only.

Addressing agents, Docherty stressed: "We have a number of dedicated agency sales specialists at Elegant Resorts who are highly experienced and remain available to help make your clients’ dreams a reality.

To support Pinder-Davidson and Brailsford in their new roles, Elegant Resorts and If Only will create two new sales development executive roles within the combined trade sales team, one assigned to agents in the north west and the Midlands and the other agents in London and the south east.

The move will expand the trade sales team to five, in total, "all of whom will be brand ambassadors for both Elegant Resorts and If Only", said Docherty.

"These appointments will improve our ability to provide a greater national reach to new and existing partners, while allowing us to capitalise on the tremendous opportunity for retailers and homeworkers to grow their luxury long-haul sales with both brands," Docherty added.

The new roles will be advertised immediately, with Elegant Resorts and If Only’s teams in Chester and Glasgow on hand to continue supporting agents.

"We are confident we will achieve our goals together and are excited about the future of taking Elegant Resorts and If Only to the next level as a team," said Docherty.