Williams joins UTG from Noble Caledonia after nine years with the small-ship cruising specialist and has been appointed product and contracting manager, reporting to head of product Luke Stapylton-Smith.

She will take the lead on expanding UTG’s land and luxury small-ship cruise portfolio in Europe and other worldwide destinations, with a particular focus on customer retention.

Besides its core Unforgettable Travel operation, UTG also operates the Unforgettable Croatia and Unforgettable Greece brands. Its 2023 cruise programme features 130 guaranteed European departures.

"Our luxury small-ship product has proved a great success, with consistent 100% occupancy for all sailings on departure," said Stapylton-Smith.

"The time is ideal to further expand our portfolio, retaining those customers who have enjoyed sailing with us, as well as introducing a new audience to all the benefits of a luxury small-ship cruise experience. We have every confidence Alexia’s experience and knowhow will take us to the next level."

Williams added she was excited to be joining UTH at an "exciting time of growth and expansion".

Her arrival follows Pietro Lazzaro’s promotion in March to trade partnerships manager at UTG, and is one of several appointments planned over the coming months which UTG said "reflected the company’s commitment to strengthening trade relationships".

Lazzaro is heading up a new trade partnerships team, while UTG has pledged to build and launch a dedicated agent platform this year. Earlier this year, it hinted at an agent fam programme, and last week confirmed it would host 20 agents on a small-ship fam to Croatia next year.