She has joined the team with immediate effect and will report to Gold Medal’s managing director, Simon Applebaum. Lancashire will manage the inhouse campaigns, partnerships and studio teams which produce marketing collateral for Gold Medal, Cruise Plus, Pure Luxury and Incredible Journeys’ agent partners.

Commenting on the appointment, Applebaum said: "I’m delighted that Sarah is joining the team in such a crucial role and am excited by her vision for our marketing support to the travel trade.

"She inherits a fantastic team with huge experience, and I’m convinced that her vision and creative approach will see us develop many new ways to support agents with retailing quality, protected holidays."

Lancashire has experience of working in the UK travel industry after spending four years with Carrier Holidays and most recently a two-and-a-half-year spell at Scenic Luxury Cruises and Tours as its brand and marketing manager. 

She said: "It’s a privilege to be joining such a renowned team within the industry and at such an exciting time. I am eager to continue to provide the exceptional marketing support to the travel trade that the brand is known for, whilst developing new ways to enhance our offering to our valued agents."