Former Silversea Cruises head of sales Priti Mehta has joined rival luxury line Oceania Cruises in the same role.

Mehta will start in the newly-created role on April 20, having worked for Silversea for the past 10 years.

Mehta will report in to Bernard Carter, managing director EMEA. It is the first time the line has had a head of sales for the UK and Ireland and Carter said the appointment would help the brand to further establish itself in the UK market.

Carter said: “Priti’s track record and her enthusiasm for the cruise sector as a whole paired with her extensive knowledge of genuine luxury makes her the ideal person to take on this challenging role at such an exciting time in our growth.

“We are delighted that she is joining our sales team and we look forward to her driving our relationship with agents in the UK and Ireland.”

Carter, who has led the UK and Europe team since 2005, will also manage the African markets too.