Stafford, who will join the river cruise line on 2 October, will report into AmaWaterways’ managing director Jamie Loizou. She has previously held roles with MSC, Thomas Cook, Royal Caribbean and Tui Travel.

In her new role, she will be responsible for developing new trade distribution channels and overseeing AmaWaterways’ agent-focused strategy.

Loizou said: "I’m delighted that Andrea will be joining the AmaWaterways team. The creation of this new role demonstrates our commitment to supporting and growing our sales partnerships in the UK and Europe.

"Andrea has fantastic experience within the industry, is well known and has the skills to help us in the next phase of AmaWaterways’ development."

Stafford added: "AmaWaterways is a well-known and well-loved brand and has a reputation for being a great company to do business with. I can’t wait to play a part in ensuring that continues, whilst helping the business to grow."

The addition comes following head of sales Mark Schmitt’s departure from the company, after his role was made redundant.