Hays Travel has appointed Sukie Rapal in the new role of head of customer engagement.
Rapal will oversee how the company manages its relationships with customers at every ‘touchpoint’ as technology improves.
Rapal has more than 20 years’ experience in the travel industry, having previously worked to develop and implement marketing strategies and improve digital customer experiences.
She has worked at companies including Fred Olsen Travel, where she was head of river cruises, The Midcounties Co-operative, where she was head of digital for the travel business, Royal Caribbean Cruises, and cruise.co.uk, where she was head of marketing.
She said: “I have been impressed by the commitment of the teams at Hays Travel in being a key player in the industry’s recovery from the pandemic and continuing to deliver exceptional service to their customers.
“I am excited to be part of the next stage of the journey as more consumers seek advice from agents either online or on the high street.
Rapal said her goal was for Hays to become “the household name” when people consider booking a holiday “however they come to book with us, be that at a branch, over the phone, or with one of our Personal Travel Consultants or Independence Group members”.
Dame Irene Hays, owner and chair of Hays Travel, said Rapal would help the business “through the next era” following the post-Covid bounce back in travel.
She said: “As the travel industry develops and changes at a pace, our aim is to continue meeting – and exceeding – our customers’ expectations.
“We are continuing to attract clients who are new to us and as we move more to using enhanced digital technology and market intelligence, we want to ensure we still react speedily without losing any of the quality of our advice.
“We are there for our customers not just when they book, but before they travel, while they’re away and when they come back.”