Former Tui UK & Ireland commercial and business development director Richard Sofer has been confirmed in a new role at Center Parcs.
He has taken up the position of chief commercial officer at the domestic short break operator.
Meanwhile, Sara Holt joins from Merlin Entertainments as chief marketing officer on March 17.
The restructure of the sales and marketing function follows the decision by current chief sales and marketing officer Colin Whaley to retire from Center Parcs after more than 20 years.
Whaley is expected to leave his role after a period of handover by the end of April.
Chief executive Colin McKinlay said: “Under Colin Whaley’s 20-year leadership we have seen both significant brand and commercial growth.
“Colin’s decision to retire from Center Parcs gave us the opportunity to look at our structure in a slightly different way and review both the marketing and commercial functions as we move into the next
exciting chapter for the business.
“Both Richard and Sara bring extensive sector experience to Center Parcs and they will lead well-established and successful sales
and marketing teams.
“I would like to thank Colin Whaley for over two decades of commitment and dedication which have helped us consistently achieve sector-leading commercial success and truly cemented our position as the leading family short break operator in both the UK and Ireland.”
Sofer said: “Center Parcs is a business that I have admired for many years – a hugely successful business that has always led the sector on quality of experience and facilities, delivered by exceptional guest-facing teams.
“Despite its near 40-year history, the future has never been more exciting for Center Parcs and I’m over the moon to have joined the business at a time when there are so many exciting developments in the near term and an abundance of immediate projects for me to lead on.”