Greenhalgh’s appointment comes after it was last week revealed Matt Appleby, who was widely expected to take up the role, had opted not to join the tour operator after all.

Appleby was among five senior figures to leave Travel 2 and Gold Medal last year, four of whom have now taken up roles with If Only.

He has instead joined Travelcorp, led by Andrew Botterill, boss of long-haul tour operator Destination 2.

Greenhalgh, who will be tasked with assisting If Only’s future growth plans, will report to the firm’s new chief executive Andy Freeth.

Her background includes senior roles with Shearings and Airtours, and most recently eight years as Carrier’s head of product and commercial.

She will be responsible for the product team and defining If Only’s product strategy.

Other responsibilities include monitoring competitor activity, reviewing pricing and supporting the market team delivering campaigns promoting hotel, cruise and tourist board partners.

Said Freeth: “I’ve had a pretty busy first week and I’m thrilled to have Fiona on board so swiftly.

"I first met Fiona 20 years ago when she was in the product team at Escapades. We had an instant connection and since then I have admired her professionalism and dedication to the job.

“I’m confident her skills will add lots of value and dovetail nicely with the existing team. Fiona’s experience in the luxury sector will be invaluable to us as we shape and define our current offering and look to expand into new destinations.”