Birmingham, who was trading director tour operations – B2B Europe at Gold Medal parent dnata, took up her new role last week and is tasked with leading Fred Holidays’ tour operating and e-commerce business into "its next phase of growth".
She will also lean on her experience gained from senior roles with dnata, Shearings, Tradewinds and Cresta Holidays to provide strategic leadership and direction across Fred’s touring division.
In her previous role with dnata, she oversaw product, commercial and call centre functions, and managed key strategic and global partner relationships across land holidays, cruising and touring.
“Fred Holidays is a company I have admired for a number of years so I am excited to be taking on this new challenge," said Birmingham.
"As director of tour operations, I will oversee the entire Fred Holidays operation, including land, rail, cruise and the Discover programme, showcasing the brand and its portfolio to build awareness in the industry, as well as scaling the business and supporting its growth and success post-pandemic."
Steve Williams, Fred Olsen Travel managing director, added: "I am delighted Tricia has joined us, bringing with her a wealth of experience and an impressive track record in delivering commercial value and strategic growth.
"I am confident her strategic vision and customer-focused approach will prove invaluable in helping us achieve our growth objectives while continuing to support our loyal trade partners."
Birmingham’s appointment follows a post-pandemic strategic review of the Fred Olsen Travel business, which resulted in the business being streamlined down two channels – retail and tour operation – which sit alongside its Star Clipper sales agency.
This created two new operational director roles, with Paul Hardwick heading up retail and Birmingham now heading up tour operation. Both Birmingham and Hardwick will report directly to Williams.
