TTG 30 Under 30 alumnus Ainsworth, who was a member of the TTG 30 Under 30 class of 2018, has been appointed membership and strategy director.

Advantage said Ainsworth's expanded remit recognised both the "strategic impact" he has already delivered and the central role membership plays in Advantage's long-term strategy.

"Lee's decade of experience working with Advantage gives him deep knowledge of our business," said chief executive officer Julia Lo Bue-Said.

"This enables him to drive our membership strategy forward with clear focus, delivering initiatives that further empower the interests of our members [and] championing our vision of being the ultimate partner for the global travel community."

Working with Advantage's executive leadership team and the wider membership, Ainsworth will take responsibility for driving a "digitally enhanced" approach to membership and evolving the consortium's models to ensure Advantage remains relevant while growing its scale and leverage.

Ainsworth said: "My priority is to shape and lead the strategic direction of our membership strategy, as we build a future-ready membership proposition that truly reflects the ambition and spirit of our community."

Ainsworth is part of a newly defined Advantage executive leadership team, led by Lo Bue-Said, operating at group level, which she said would drive strategic focus and ensure alignment across the business.

This team includes chief operating officer Paul Nunn and commercial director John Sullivan, as well as leads across people, finance, business travel, PR and corporate affairs.

Advantage recently promoted Jonny Peat to director of cruises in recognition of "the exceptional contribution" he has made to one of the partnership's fastest-growing business areas.