Stafford arrives from MSC Cruises, which has reshuffled its sales team, and will oversee a newly restructured team of 10. Scenic has made a further four new appointments to the team.

Stafford will take up her new role on 4 April, reporting to Scenic Group’s chief sales and marketing officer Anna Wolfsteiner.

She brings more than 20 years’ travel industry experience to the role, dating back to the late 1990s when she was regional sales manager for First Choice Holidays.

Sales leadership roles followed with Royal Caribbean, Thomas Cook and latterly MSC Cruises, where she was head of retail with responsibility for business development and sales growth across consortia, retail and homeworking trade partners.

Scenic said Stafford would bring extensive experience in sales and commercial operations to the group’s trade operation.

“Andrea’s wealth of experience and natural leadership qualities will be a huge asset to us as we enter an exciting new chapter for the Scenic Group," said Wolfsteiner. "I’m thrilled she’s joining the team and look forward to supporting her in the months to come as we continue to realise our UK trade growth strategy.”

Stafford added: “I’m looking forward to bringing the experience I have had over many years to the Scenic Group and helping UK agents to recognise the enormous potential within the brand. I’m equally excited to be joining the impressive, newly expanded trade sales team and working with them to grow."

Wolfsteiner added Scenic would now look to grow its trade business, stressing a further four trade appointments would help the group "get closer to agents and develop more agencies into ‘high-value’ trade partners".

Wendi Hardy has been promoted to a newly created national sales key account manager role with immediate effect, while Scenic’s regional sales team has been bolstered by the recent addition of sales manager north Jonathan Davies. A new sales manager central will be announced shortly.

In addition, Scenic has grown its agency sales support and trade marketing team with two new appointments, doubling its size.

“Our trade partners are an essential part of our ongoing succes,s and we are committed to making sure that they have every opportunity to grow with us," added Wolfsteiner. “The enhanced team aims to give every agent even more chance to build their Scenic Group business and benefit from our award-winning support.”