Pritchard joins the river cruise and escorted touring specialist from Great Rail Journeys, and brings more than 20 years’ travel industry experience to the role.
She will become part of Riviera’s executive team overseeing operations, sales and customer experience functions at Riviera’s contact centre, and tour management.
“It’s an exciting time to be joining the Riviera team," said Pritchard. "I look forward in helping the company to achieve further growth."
Elsewhere, Riviera chief customer officer Simon Michaelides has been promoted to the role of chief customer and strategy officer, taking on overall responsibility for business strategy, customer insight and analytics, brand, marketing, e-commerce and digital.
Chief operating officer Robin Shaw, meanwhile, has been appointed chief commercial officer. In his new role, Shaw will assume overall responsibility for Riviera’s commercial functions, including supply-side relationships and deals, planning and building product, and margin management.
Phil Hullah, Riviera chief executive, said: “Noeleen brings extensive travel operations knowledge to Riviera and we are thrilled she has joined us.
"We are seeing strong customer demand for our river cruises and escorted tours, so now is the ideal time to really focus on our long-term growth. Noeleen’s addition to the executive team, together with the wider changes, will ensure that we are best placed to understand and respond to changing customer needs."
