Cecilia Abert previously also worked for Regent Seven Seas as well as World Travel Holdings, which owns Cruise118.com and Six Star Cruises.

In her new role Ponant said Abert would help the line’s current UK team drive “brand awareness, market penetration and customer acquisition”.

It added that she would create “affinity partnerships and lifestyle brand associations outside of the traditional cruise sector”, and also participate in the broader UK communication and marketing strategy.

Stephen Winter, international sales director, said: “We are delighted to have Cecilia onboard. She has an impressive track-record in the UK cruise industry and will be able to offer Ponant her incredible insights and experience to help us strengthen our position as the luxury expedition leader in the UK and Irish markets.”

Abert added: “It is a fantastic opportunity for me to be part of the team at Ponant. With so many exciting innovations coming out; Ponant’s 30th anniversary, new ship launches, partnerships and new announcements, it is the perfect time to help Ponant firmly anchor itself in the UK market.”

The line said the new appointment came as it seeks to “underline its commitment to the UK market”, with seven additional small-ships set to launch in the next three years and a number of innovations such as the Blue Eye, the world’s first multisensory underwater lounge, as well as the order of the first ever luxury cruise icebreaker powered by LNG.