Bird will work in partnership with Rachel Wood, who is the operator’s business development manager in the north, to boost Premier’s trade sales in each region. 

Premier said Bird would bring “a wealth of experience” and “a stellar reputation” to the team.

Prior to joining Premier, Bird held the role of national trade manager at Red Sea Holidays, where Premier said she demonstrated “exceptional leadership and strategic expertise”.

The Cambridgeshire-based operator said her previous roles with Not Just Travel and Cunard, meanwhile, had equipped her with “valuable insights and skills that will undoubtedly be a benefit to Premier Holidays”.

Debbie Goffin, Premier’s sales and marketing director, said: “[Bird’s] proven track record in business development, coupled with her passion for the travel industry, makes her an invaluable asset to our team.

“We look forward to her contributions and the positive impact she will undoubtedly make within our organisation.” 

Bird’s appointment comes ahead of the departure of Karen Milward, whose move to the Globus family of brands was confirmed on Thursday (4 April). Milward will leave Premier Holidays at the end of April. 

“Karen has been an outstanding ambassador for Premier during her tenure as sales and business development manager over the past five and a half years,” added Premier. 

“While her departure will be felt, the operator extends warmest wishes to Karen as she embarks on this new chapter in her career.”