Atkins, previously SuperBreak’s UK and international sales director, takes up her post in May. She will report to Shearings’ new chief executive, Richard Calvert, who joins in April.

Calvert said: “We are delighted to have Jane on board to help drive strategic and sustainable growth and business improvement across the portfolio of brands within the Shearings Leisure Group.

"She is an experienced operator with a reputation for building high-performing, customer-focused businesses and is well-respected across the travel industry. This is a time of momentum and new growth ambition for the group, and Jane brings valuable expertise to the senior team.”

Atkins previously held senior roles at Freedom Travel Group, MyTravel and Rainbow Holidays.

She said: “This is a hugely exciting time to be joining Shearings Leisure Group as we explore new strategic initiatives to support our long-term growth. I’m looking forward to working with Richard and a highly motivated, well-respected team across such a well-known portfolio of brands with a loyal and growing customer base.”

Last year, Shearings Leisure Group – which is owned by venture capitalists Lone Star - announced its third successive year of growth in revenues, profits and passenger numbers. It said trading remained positive following “a continued focus on diversifying its holiday offering with quality product” and by broadening its customer base.