Birmingham, whose travel industry career spans several decades, will join Hays Travel and sit on the company’s board from 1 September. She will be based at the company’s head office in Sunderland.
Prior to joining Fred Olsen Travel in 2023, Birmingham held senior positions at Gold Medal, where she helped expand its long-haul travel offerings.
Her appointment news comes three days after it was announced Hays Travel’s McAuley will become managing director of World Travel Holdings UK, which operates cruise specialist brands Cruise118.com, SixStarCruises and RiverVoyages.
Dame Irene Hays, Hays Travel owner and chair, said: "We are delighted to welcome Tricia to Hays Travel. Her deep understanding of the tour operating landscape and her proven leadership in commercial strategy make her an ideal addition to our board.
“Tricia brings with her a wealth of travel experience and insight in both long-haul and cruise operations, which we have identified as strategic priorities for Hays Travel. Her input will be invaluable as we continue to seek opportunities to grow and evolve our business in response to our customers’ desire to explore and experience more of the world."
Birmingham added: "I am thrilled to be joining Hays Travel, becoming part of the executive board alongside Dame Irene, Jonathon [Woodall-Johnston, chief operating officer], and the wider leadership team.
"Hays Travel is a company I admire and align with, from its strong values, people-first culture, and commitment to giving back – all of which make it a brand that I am excited to be a part of."
Birmingham continued: “My focus will be on driving the commercial strategy, to deliver sustainable growth across our land, cruise, and tour operating portfolio. There is an exceptional team in place with great expertise, and it will be a privilege to lead them, as we strengthen, collaborate, evolve, and unlock new opportunities.
“I am ready to bring my passion, dedication, energy, and drive to Hays Travel. Returning to the North East, where my career began, makes this even more special. It’s a full-circle moment that feels both meaningful and energising. I am excited for the next chapter and to play a pivotal role in the future of Hays Travel.”
Belinda Mindell, Fred Olsen Travel chair, paid tribute to Birmingham and her work at Fred Olsen Travel. She said: “Tricia has been an invaluable member of the Fred Olsen Travel leadership team since joining and during that time, we have seen significant growth in Fred Holidays.
"Naturally, we are very sad to see Tricia go but delighted that she has an exciting opportunity and would like to wish her the very best and thank her for everything that she has done for Fred Olsen Travel these past two years.”
