The UK managing director has held the role for four and a half years during which time the operator’s business has doubled.

He will now leave the company on March 20, although he will continue to “support and undertake some special projects” until April 20.

In doing so he said he will make room for someone capable of taking Wendy Wu Tours through its technological evolution.

Hicks said: “The business is about to go live with its new online booking system and over the coming months, a transition to a completely new way of working and engaging with our customers and commercial partners.

“With all that in mind - having brought the traditional business to this point - I have decided that the transition to a new style, new look ecommerce business requires different leadership with different skill sets and experience.

“I have therefore made a very difficult decision to leave the business.

“I appreciate that this news will come as a complete surprise to you all but I feel it is both in the company’s best commercial interest and my personal interest as I seek to pursue other somewhat more modest business interests and enjoy more quality time with my partner.”

Wendy Wu Tours founder Wendy Wu added:
“After many attempts of convincing Laurence to stay on, I had to agree to his departure from the business.

“I asked Laurence, why now? He explained to me his special desire to leave when everything is on a high.

“In the last four years or so, Laurence has led the UK business to new highs. After assembling a fantastic team around him, Laurence led the team into fast drive and the rest is history.

“With Laurence leaving, Wendy Wu Tours loses one great managing director, and I am sad to lose one great friend and colleague, and a pair of steady hands at the helm.

“We all wish him all the best on his new adventures. The legacy Laurence has left will benefit us a long way into the future.”