Karen Milward will join the tour operator’s sales and marketing team on July 30.

She joins from Wendy Wu and will be part of Premier’s on the road team, working closely with national sales manager Carly Charteris to promote Premier to the trade.

Milward will have responsibility for key agent relations in eastern England, Scotland and Channel Islands, and creating new trade ties.

“It’s an honour to join a tour operator with such a strong reputation and brand loyalty within the travel trade industry,” said Milward.

“I’m excited to sell Premier’s large portfolio of destinations and widen my knowledge of these areas in order to promote them to agents.

“I hope to continue to build and nurture excellent relationships with key agents, as well as seek out new business opportunities in order to drive sales – I’m all set to hit the ground running.”

Debbie Goffin, Premier sales and marketing director, added: “We’re thrilled about Karen’s appointment. With her wealth of experience, personable character and being a well-respected figure in the industry, she will be a big asset and do a fantastic job looking after travel agents.

“Together, Karen and Carly will create a very strong presence for Premier Holidays on the road.”