Canada-based Barclay joins Trees4Travel from CWT Vacations where she oversaw supplier management.

She also brings experience from a spell with Air Canada Vacations as vice-president product and partnerships, with responsibility for shaping expansion of the operator’s product portfolio.

Trees4Travel said Barclay’s previous roles ensured her contact list "touched every major sector across the North American travel industry".

"Ms Barclay will be a major new asset as she drives Trees4Travel’s partnerships for sustainability with businesses across the region and its messaging that it is possible to make travel planet and people positive," said the firm.

Trees4Travel was founded in 2020 by husband and wife team Nico and Elkie Nicholas. “I was on board with Nico and Elkie’s plans for travel in a more conscious way from the moment they first shared their concept for Trees4Travel," said Barclay.

"It is truly a simpler, more economical, effective and easy to integrate solution for travel businesses than anything that had been brought to me before. My intention is to be part of the solution."

’Ideal person’

Barclays added it was her belief sustainability should be central to how businesses measure success; she will be tasked with building and managing a team in North America to roll out the Trees4Travel concept to US and Canadian travel businesses.

Trees4Travel chief executive Nico Nicholas said: "We have been waiting for the opportunity to bring Fiona on board. We have known her by reputation and then directly for many years now and recognise how respected she is by the North American travel industry.

"We know she is the ideal person to spearhead our growth in this valuable and ready market."