Van Enk will report to BA’s chief commercial officer Andrew Brem and will continue to develop the carrier’s distribution strategy, including its New Distribution Capability (NDC).

During his eight years at Finnair, van Enk’s most recent role was vice-president of digital revenue and distribution, responsible for the airline’s digital sales and ecommerce, data science, GDS and NDC distribution.

Van Enk said: “I’m excited to join British Airways and build on the momentum of continued growth and success of NDC and the distribution strategy more broadly. The airline is a leader in this area and recently achieved Iata’s highest certification level available, NDC@Scale. I am looking forward to driving further successful collaborations in 2020.”

NDC is mainly aimed at business travel agencies. It permits more booking options including ancillaries and does away with GDS fees, but requires agencies to have a contract with the airline.

Brem added: “I am delighted to welcome Rogier into this key role where he will continue to innovate NDC and enhance the product offerings for closer cooperation between British Airways and its key partners.”