Previously commercial director for the specialist brands team within parent company Awaze, Woollcott will now focus exclusively on the James Villas brand.
Woollcott has been with James Villas and Awaze for 18 years and has held multiple senior commercial, distribution and analytical roles and has been commercial director since 2012.
As general manager, Woollcott will further develop the brand with particular focus on marketing, guest experience and trade relations.
He said: "I am thrilled to be at the helm of James Villas, a brand that I am passionate about, as we move towards an exciting future.
"I will be leading our growth strategy and goal of being part of the biggest managed accommodation provider in Europe, offering a great breadth of product and choice to our guests with first-class customer service"
