Bed bank alpharooms has appointed Chris Thorpe from Thomas Cook as its new managing director under new owner Truly Travel.
Thorpe replaces Jacky Bedlow, who left the business in February.
Truly Travel also provides holidays on an exclusive basis to Teletext Holidays.
Combined with alpharooms.com, it aims to serve nearly one million holidaymakers in 2016-17, making it one of UK’s top independently-owned travel groups.
Alpharooms.com has been trading for more than 18 years and was added to the Truly Travel group in November.
The company has developed a portfolio offering more than 250,000 properties in 40,000 destinations.
Thorpe said: “Having headed up online at Thomas Cook for three years, I was looking for a new challenge and I felt that the opportunity presented to me by alpharooms.com was complementary to my skill set.
“I’m very much looking forward to driving growth in the dynamic packaging side of alpharooms.com which has until now been focused on hotel-only sales.
“With advertising costs continuing to escalate, it has never been more important to maximise revenue by selling flights, transfers and other ancillaries as well as accommodation.
“We see the potential for a lot of growth by simply expanding operations in this way.”
Truly director Kumar Edara said “The additional distribution via the alpharooms.com online platform is highly complementary to the phone-to-book distribution we have via our long-term partnership with teletextholidays.co.uk.
“It has more than doubled our hotel purchasing volumes, allowing us to deliver more customers to both our bed bank and direct hotel partners, which is crucial to securing the market-leading hotel rates that will drive our continued expansion.”