Thake will be responsible for developing and managing relationships with travel agents across the region, providing "invaluable support" and enhancing Exoticca's B2B growth. She joins the operator bringing more than 30 years’ industry experience spanning business development, sales leadership and trade engagement. 

Most recently, she served as business development manager and trade team manager at Solmar Villa Holidays, contributing to the brand more than doubling its trade revenue growth year-on-year, while taking a lead on strategic sales and training initiatives.

Her career also includes senior roles at Ocean Florida, Ras Al Khaimah Tourism Development Authority, Jet2holidays and G Adventures. She also spent 14 years running a multi-million-pound Travel Counsellors franchise.

"I’m absolutely delighted to be joining Exoticca at such an exciting time," said Thake. "I’m looking forward to reconnecting with partners across the trade and working together to build strong, successful relationships."

Exoticca added 2026 has started "incredibly well", with growth from travel agents "exceeding its ambitious targets".