He will make the switch from Insight Vacations where he is currently director of sales, UK & Europe, having spent 17 years working in senior roles across parent company The Travel Corporation.
In his new role, Melinis will be tasked with driving the growth of APT’s touring and cruise business in the UK and Europe through its trade partnerships and joint ventures.
He will join the APT team at its office in Amersham, Buckinghamshire, in April and report into group chief commercial officer Debra Fox.
Melinis said: “I’m joining APT at an exciting time. The brand has never been in a stronger position in the UK. I’m looking forward to taking the business to the next level, building on the solid relationships and strategy already in place, and also through establishing new revenue opportunities.”
The appointment will see Melinis take over from APT’s vice-president of sales and marketing, North America and UK & Europe, Nicole De Wilde.
De Wilde has chosen not to relocate and will leave the company after six years to pursue opportunities closer to her home base in Vancouver.
APT said its UK business had “grown exponentially” under De Wilde’s leadership, with revenues having tripled since she joined in 2011.
Its success, the operator explained, meant that a “UK-based direction is required”.
Fox said: “We are delighted to welcome Paul to the APT leadership team. His industry knowledge, commercial and strategic acumen and ability to accelerate product and business growth will make him a perfect fit for the team we already have in place in the UK.”
Thanking De Wilde for helping to grow APT’s UK profile and business, Fox added: “APT has been operating in the UK for 35 years but it has been under Nicole’s leadership in particular that we have enjoyed our most significant success.
“She has been an outstanding asset in the UK. On behalf of the global executive team I wish her all the best for the future.”
