The Dreamlines group has named Dale Sourbutts as managing director for its UK-based Cruise1st brand.

Sourbutts has been with Cruise1st since 2014 where he was head of call centres across the wider business before becoming general manager in 2018.

Prior to joining Cruise1st, he was at Thomas Cook for 10 years as sales centre and Spectrum Cruises trading manager. He started in travel working at independent agency Althams Travel for seven years.

He takes over UK operations from chief executive Dan Townsley who is moving into the role of managing director of the Dreamlines group. Townsley will continue to oversee both the UK and Australian offices of Cruise1st.

Sourbutts said: “Taking on the role of managing director after five years at Cruise1st is a tremendous honour. Having been involved in ground breaking activity during this time, from the opening of the first interactive and immersive cruise store in the UK to our acquisition by Dreamlines and the ensuing expansion, I can’t wait to now work even closer with the amazing team here to continue to grow the business and spearhead future innovative initiatives.”

Sourbutts will be responsible for managing the company’s strategic direction, daily operational activities and company policies.

Meanwhile, Townsley will create a strategy for future global growth.