Awaze creates five new roles as growth is accelerated 

Hoseasons owner Awaze has bolstered its leadership team with five senior appointments.

New roles have been created as the holiday rentals firm signalled a move to accelerate growth as it enters 2026. 

Directors have been recruited across four of its core brands. They will be responsible for maintaining and enhancing long-term relationships with owners and strategic partners across the industry.

Michelle Baillie becomes director of owner success and growth for Hoseasons, moving from luxury holiday homes specialist Cornish Gems, where she was managing director. She previously held senior leadership roles at Thomas Cook and Tui.

Former Tui sales and service director Belinda Vasquez will join Awaze on January 19 as director of owner success and growth for Cottages.com. 

Ben Lyall takes on the group-wide role of pricing strategy & capabilities director, joining from Gousto where he led customer service and retention. 

Mike Francis joins from Ocado as owner lifecycle director to focus on using data and AI to optimise the end-to-end owner journey.

Alex Loftus, who joined Awaze in 2021 after roles at Tui and easyJet, will move into the position of director of owner success and growth for Novasol and James Villas, which Awaze relaunched in December.

Awaze chief executive Matthew Price said: “Attracting individuals of this calibre to these newly created roles reflects the strength and ambition of our business, and I look forward to working closely with this group of exceptional leaders. 

“With demand growing across our brands, our continued investment in outstanding talent alongside data and technology is enabling us to scale and accelerate our expansion across Europe. 

"Our focus remains firmly on delivering unrivalled experiences for our guests while helping owners unlock the full value of their properties, and this strengthened leadership team will be central to the next phase of Awaze’s growth”.