Premier said interest in the sector from new and returning customers plus an influx of new ships had highlighted the need for a dedicated expert to steer its cruise strategy.

Managing director Paul Waters said: "Rachel’s extensive knowledge and expertise in the cruise industry will be instrumental in driving the company’s cruise strategy forward. She will work closely with cruise lines to create new opportunities, including educational sessions, ship visits, and other engagement activities that will enhance our team’s knowledge."

Premier said its post-pandemic growth, including new shop openings, managed branches and an increase in homeworkers, had expanded its distribution capabilities. 

“This has prompted a greater number of cruise lines to engage with the company, seeking closer collaboration. The appointment of Rachel is a strategic step to capitalise on this momentum and foster further sales growth.”

It added: “While the agency currently has partnerships with major cruise lines, the company has recognised that its capacity to build on these relationships and establish new ones is limited. The cruise market is expanding rapidly, and in response to this trend, Premier Travel has brought Rachel onboard to lead the cruise development efforts.”

Brinkley said: “I am thrilled to be joining Premier Travel with this new opportunity. With the rapid growth of the cruise industry, I am eager to strengthen and grow our partnerships with cruise lines, adding even more value to the Premier Travel portfolio.

"The company’s vision and the prospects for the future make it an exciting place to be, and I look forward to contributing to our continued success.”