Aird-Mash will take up the role in the new year, bringing with him, said ITC, “a wealth of strategic, growth and transformation leadership experience across the travel, aviation and leisure sectors”.

He has previously held several senior leadership positions across the industry, most recently as chairman and chief executive of ACC Aviation Group.

These included chief executive of Thomas Cook’s independent businesses, UK and deputy group chief executive of XL, and managing director of MyTravel.

“This is an incredibly exciting opportunity to join an outstanding business and talented team who are committed to delivering exceptional service and experiences” said Aird-Mash. “I look forward to working with them to deliver the group’s ambitious growth plan”.

Aird-Mash’s appointment this week follows that of Beachcomber Tours regional sales manager Gary Bates, who has joined ITC as trade relationship manager.

ITC said Aird-Mash’s decision to join the group was the latest in a series of steps to "strengthen and transform" the group following investment by NorthEdge Capital in 2016.

Headquartered in Chester, the group has offices in London, Bristol, Harrogate and Preston, while its brands include Inspiring Travel Company, Regent Holidays, Rainbow Tours and Spectate.