Explore has opened a US head office in Boston to expand its brand presence and boost sales from the North American market.
Samantha Cox (pictured) has been appointed as regional director for North America to lead the team.
She joins Explore from Travelopia, where she was managing director for its North American Leisure division.
Before that, she held various roles within Tui Group, including managing director of TrekAmerica.
She said: “Strengthening our support and partnerships with the travel trade will be key to increasing sales and boosting our presence in the US and Canada.”
Joe Ponte, managing director at Explore, said: “With over a decade of experience in the North American market, Samantha is well placed to realise our ambitions in the US.
“Samantha’s results-driven nature and skill in inspiring sales teams will be an exciting addition to our global team and I am confident that she will steer continued growth in our North American markets.”