Lollia will assume responsibility for the bed bank’s London and South region.

She will focus on promoting WebBeds totalstay.com, Sunhotels and Destinations of the World Brand to the trade.

Lollia joins from Frosch Travel and has previously held roles at Carlson Wagonlit and Hotels & More.

Peter Davies, WebBeds head of retail, said: said of the appointment, said: “[Sonia’s] extensive knowledge across a number of different positions and sectors within the travel industry is invaluable in understanding the needs and requirements of our travel agent partners.

“This experience, coupled with her drive and ambition, means that we will be able to deliver our clients with the exceptional service and support they seek when choosing a reliable and knowledgeable hotel partner.”

Lollia added: “It feels like a great time to be here with lots of new product and technology. I’m really looking forward to getting out on the road and showcasing our brands to our growing distribution network of fantastic travel agents.”