Morris joins from Royal Caribbean, where he held regional sales manager and account manager roles.

He also brings seven years’ agency experience to the role after a stint with Thomas Cook, during which he progressed from sales consultant to cluster manager, taking on responsibility for managing sales and profitability across a number of retail branches.

Azamara said Morris’s focus would be to drive sales growth through the trade by building deeper relationships with existing trade partners, while also reaching more small independent independent agencies and consortia members across the UK and Ireland.

Stuart Pearce, Azamara’s head of trade sales UK, said Morris would bring significant talent and experience to the team.

"The appointment marks another exciting step in Azamara’s ambitions for the UK market, as we continue to grow with some of the finest talent in the industry," said Pearce.

“We have already enjoyed a very strong start to the year and with Adam’s experience and contacts he’s developed over 11 years working both agent and provider side, and his proven track record of boosting sales, we’re confident he will play a vital role in developing Azamara’s business performance in the UK."

Morris added: "I look forward to helping drive forward Azamara’s growth plans in the UK market, and seeing the company go from strength-to-strength globally."