He replaces former managing director Sue Biggs on August 15 and will draw upon both his experience in marketing and customer focus to consolidate the operator’s current market position.
Group chief executive Armin Meier said: “Kuoni intends to align itself even more strongly to market needs, strengthen its brands and further refine its various customer segments.
“With his extensive experience in marketing and branding, the analytical skills that he honed in his time with management consultancy McKinsey and his broad professional background, Hughes has all the tools and credentials to further develop Kuoni UK.”
Zimbabwean-born Hughes moved to London in 1994 and joined management consultancy McKinsey for three years.
He then joined American Express, where he was promoted to head of regional marketing for the card services group Europe, before accepting his RAC role, which he quit at the end of 2006 to work as an independent consultant.
Biggs announced her departure from Kuoni last month after working in the trade for 25 years. She is yet to decide what she will do next.
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