Rapal – who has more than 20 years’ experience in travel – has previously worked for Fred Olsen, Midcounties Co-op, Royal Caribbean and cruise.co.uk.

The new role will utilise her skills in developing and implementing marketing strategies and improving digital customer experiences as Hays looks to boost its relationships with its customers at "every touchpoint".

Dame Irene Hays, owner and chair of Hays Travel, said the agency’s aim is to continue "meeting and exceeding" customers’ expectations as the travel industry evolves.

"We are continuing to attract clients who are new to us and as we move more to using enhanced digital technology and market intelligence, we want to ensure we still react speedily without losing any of the quality of our advice," she added. 

"Our business is founded upon that principle and following the bounce back in the travel industry, we are delighted to have Sukie in this senior role with her fantastic experience and skills to help us through the next era."

Rapal said: "I have been impressed by the commitment of the teams at Hays Travel in being a key player in the industry recovery from the pandemic and continuing to deliver exceptional service to their customers.

"I am excited to be part of the next stage of the journey as more consumers seek advice from agents either online or on the high street."