Tui AG has signalled more focus on online sales with the appointment of a dedicated director.

Sandra Leonhard has been made director digital strategy and transformation with immediate effect.

In her newly created position, she will report directly to Tui AG CEO Dr Michael Frenzel.

Leonhard will lead a wide range of e-commerce activities for the three sectors of the Tui Group – Tui Travel, Tui Hotels & Resorts and Tui Cruises.

The German company said the role had been created “against the background of the growing importance of online sales”.

Tui UK & Ireland yesterday revealed that online distribution accounted for 39% of bookings in the year to September, saying that more customers book using its websites than by any other distribution channel and that Thomson is one of the top three most visited travel websites in the UK.