Laverick brings experience from roles at Silver Travel Advisor, Wendy Wu Tours and Explore Worldwide, as well as Collette.
She said: “I am delighted to be joining such a loved travel brand that fits with my passion for walking; HF Holidays has amazing heritage and a very bright future.
“The great outdoors has been a massive part of my life for nearly 40 years. From childhood strolls with my father right through to trekking through the Three High Passes of Nepal.
“I look forward to bringing my skills and experience to the HF Holidays team and look forward to forging the next chapter.”
HF Holidays provides walking and activity holidays across the world. The firm also own 18 country houses throughout the UK’s National Parks and areas of Outstanding Natural Beauty.