As part of the appointment, Charlotte will also join the company’s executive team.

In her role, Charlotte will focus on strategic product expansion, integration of a new reservations system and best-in-class operational delivery across all brands, including Unforgettable Travel, Unforgettable Croatia and Unforgettable Greece. She will report to Graham Carter, co-founder of Unforgettable Travel Company.

Charlotte has extensive experience in the travel industry and was most recently director of global tailor-made product at Abercrombie & Kent, where she spent 18 years with the company in senior product and sales roles.

Graham Carter said: "We are thrilled to welcome Charlotte to the team. She brings a wealth of experience, a passion for innovation and a proven track record of delivering world-class travel experiences. Her leadership will be instrumental in shaping our global product strategy and enhancing operational excellence across all markets.

"This marks a bold step forward in our mission to position Unforgettable Travel Company as a world-leader in creating truly unforgettable, personalised travel experiences."

Charlotte Wells added: "This is an exciting opportunity to shape extraordinary travel experiences with intention and impact. I look forward to working with the talented team to deliver on our shared vision and goals."