The Monarch Group has announced the appointment of a new managing director of Monarch Airlines.
Andrew Swaffield, who has been managing director of BA parent IAG’s loyalty scheme Avios Group since 2006, will take up the post from April 1.
Swaffield has over 25 years management experience in travel, aviation and airline loyalty having worked for Thomas Cook and British Airways where he headed leisure sales in the UK, as well as running its travel agency and tour operating subsidiaries.
Executive responsibility for the airline will be passed to him from Iain Rawlinson, executive chairman of The Monarch Group, who assumed interim responsibility for the airline in November 2013.
Rawlinson remains executive chairman of The Monarch Group. He said: “I am delighted to welcome Andrew to Monarch Airlines, at an exciting time both for the Airline and for the Group.
“His deep understanding of the travel industry, where he is a recognised authority on customer loyalty and where he has a proven track record in leadership and the creation of stakeholder value, will help us build on the foundations laid by the successful turnaround of the Group’s performance over the last two years.
“Andrew is very well qualified to deliver Monarch’s commitment to providing superior customer experience and value to its airline customers.
“ I very much look forward to working with Andrew and his team as we further develop our plans to renew our fleet and expand our airline network. Andrew’s appointment is important and completes the progressive strengthening of Monarch Airlines’ senior management team over the last 18 months.”
Swaffield added: “I am delighted to be joining Monarch Airlines as Managing Director at this time. Much of the modernisation of the business is now complete, and the opportunity to lead the next phase of reinforcing its differentiated market position is very exciting.
“The company is clearly focused on delivering superior customer service, building on its 45 year history. The planned investment in new aircraft, the expansion of its flying network and key supporting relationships – all underpinned by an effective communications strategy – is very compelling.
“I am looking forward to joining the Group and working with the existing airline management team.”
Meanwhile Monarch Airlines reported a 37% year-on-year rise in bookings over the festive season, claiming this outperformed the market which was down by 5.5 % over the same period.
The scheduled leisure airline also saw bookings made via its mobile app jump by 315%, 217%, 338% and 241% on Christmas Eve, Christmas Day, New Year’s Eve and New Year’s Day respectively.
Overall its mobile bookings during the festive holiday rose by over 200% on the corresponding period last year.
The carrier said it has seen growing demand for destinations across its network, which covers 38 destinations in the Mediterranean, Canary Islands and winter ski locations.
The airline added it has also seen positive demand for its new routes in 2014, which sees it operate new services from London Gatwick to Nice (France), London Gatwick and Manchester to Enfidha (Tunisia), London Gatwick and Manchester to Agadir (Morocco), London Gatwick, Birmingham and Manchester to Hurghada (Egypt), and London Luton and Manchester to Naples.
Rawlinson said: “2014 has taken off well for Monarch Airlines, with demand for our flights over the holiday period both well ahead of the marketplace, and ahead of last year.
“Our investment in mobile technology and our multi-facetted app, which was launched in early 2013, is also paying dividends with bookings significantly ahead of last year.”
In December Monarch Group reported that the airline has returned to profitability. Turnover rose 11.7% to £763.2 million in the year to October 31 2013, according to unaudited results.