Goffin's sales and marketing brief will be split between Premier's recently promoted head of marketing Sara Park, who was previously marketing manager, and an as-yet-unnamed new head of trade sales.

Park joined Premier Travel Group in early 2022 and has led on rebuilding Premier's marketing function to suit the post-pandemic world, working across multiple marketing channels and both Premier's tour operator and travel agency divisions.

Premier has said it will be business as usual for its trade partners until a new head of trade sales is appointed, with Goffin – who has been with Premier for the past 25 years – set to remain "closely involved" over the coming months before staying on to provide mentorship and strategic guidance to support a smooth transition.

Clare Crowson, meanwhile, has been promoted to the role of senior partnership manager. Like Goffin, Crowson's career with Premier also spans more than two decades. She will take on additional responsibility for driving growth and analysis of Premier's performance with partners.

Niki Waters, Premier Holidays' managing director, said: “As we approach our 90th anniversary and having launched our most ambitious peaks incentive to date, having such a strong and experienced senior team in place is incredibly important.

"These roles give us real confidence as we look ahead to an exciting period of growth for Premier Holidays and our trade partners."