The homeworking giant said Gavalda would play a “pivotal” role driving commercial growth and shaping its strategy to achieve company targets.

In his new role, he will be tasked with forging new relationships with colleagues, suppliers and individual Travel Counsellors.

Prior to joining Travel Counsellors, Gavalda held product and senior commercial leadership positions at Kuoni, start-up operator Vivid Travel and, most recently, Classic Collection Holidays.

Gavalda left Classic in March following a management shake-up ahead of a company restructure, a move that also saw chief executive Andy Freeth leave the brand. Gavalda had been at the operator for nearly five years. 

Kirsten Hughes, Travel Counsellors’ UK managing director and chief commercial officer, said: “We are delighted to welcome Alex to the Travel Counsellors community, who joins a long-standing, successful commercial team.

"His experience, dynamic approach to commercial strategy, and passion for the travel industry makes him a perfect fit for our team. 

“Alex’s leadership in this new position will be instrumental as we navigate the next phase of our commercial strategy, particularly as we continue to cement our standing as a leading tour operator in the premium leisure space.”

Gavalda added: “I am excited to join such an innovative and fast-growing company that empowers its business owners to use the support, tools and technology available to them to build their businesses. 

“Travel Counsellors is at a significant point in its journey, and I look forward to working with the talented team to introduce new ideas and enhance our commercial strategy even further.”