The new position will see him join the executive team and report to Robin Shaw, chief operating officer.

Will has been with the river cruise and escorted tour specialist for nine years, most recently as head of product cruise and long haul.  

Phil Hullah, CEO at Riviera, said: “Product is already a crucial part of our business but as we move into the next stage of our development, our ability to innovate, develop and deliver the right products at pace will be vital in underpinning our ambitious plans. Therefore, the time is right for a specific product role, with Will firmly at the helm.

“Will knows our business and our customers inside out, has deep experience in driving innovation and has also led our long-haul product category, as well as more recently picking up responsibility for river cruise and ocean.  His remit will now expand to cover all product categories including Europe, supported by Joanne Lynn, who remains as head of product, Europe.”

Will Sarson said: “Curating the perfect holidays for our customers has always been at that heart of Riviera and I am thrilled to be taking the lead on that as we enter a very exciting period. I’ve been with the business for close to a decade and in that time have overseen many new innovations such as our solo traveller programme, Walk & Discover active holidays and more recently our Signature escorted touring range.

“I am looking forward to working alongside our passionate team of product experts as we prepare to welcome new ships to our fleet and further enhance our range of touring holidays.”