Direct-sell tour operator Destinology has appointed Diane Court from Freedom Travel Group as it prepares to start offering holidays through the trade.
Court, who has previously worked in trade roles with Gold Medal and Virgin Holidays, has been brought in to prepare the Bolton-based firm for agent distribution.
The move came as Destinology prepares to open its first high street store in the affluent Cheshire town of Wilmslow this month.
Dominic Speakman, Destinology founder and chief executive, said the two moves indicated an intention to reach new customers.
“We have picked up those people who are going online and want to deal with us directly,” he said.
“What we have not picked up are those who want to go in store. Hopefully, by going to the trade, we will pick up those who are loyal to their travel agent.”
He added: “Diane is an expert in the field of trade sales and will be an asset to the company.
“This year is a major growth year for Destinology and we welcome her fresh thinking.”
Speakman said Destinology sales so far this year were 25% ahead of 2012 and he expected trade distribution to accelerate that growth.
The operator is working on making sure its systems are tailored to trade distribution before it officially starts selling through third parties later this month.
When it does, Speakman believes the technology and flexibility it can offer will enable agents to effectively dynamically package holidays without the expense of doing it themselves.
Court said: “I admire what Destinology has achieved and the growth it has experienced in the last few years. I’m looking forward to bringing my expertise and experience to the team.”