Taylor joins the trade team after almost three years in Solmar's operations department, where she has worked across pre-travel, its in-resort holiday helpline service and guest care. She will also support the company's wholesale and OTA relationships.

Reporting to Head of Distribution Lewis Cooper, Taylor will be responsible for developing existing trade partnerships and identifying new opportunities.

Sales and Distribution Director James Howlett said Solmar's forward bookings were "significantly ahead year-on-year", with revenue growing faster than bookings as customers make higher-value purchases.

"Trade is already our standout growth channel for 2027," he said. "Lydia's appointment gives us further support and focus across our trade partnerships, as we look to amplify our presence in the UK and Irish travel trade."

Howlett also said Solmar was seeing strong demand from multi-generational families, with the company's villa product offering more space and flexibility for groups travelling together.

Taylor said: "I'm looking forward to bringing that experience into my new role as Sales Development Executive and building on our relationships with our trade, wholesale and OTA partners."

Howlett said Solmar's focus was now on converting that demand into stronger relationships with both existing and new trade partners, with the aim of making the company "as easy as possible to do business with".