The former business development manager will become key accounts and commercial manager.

Halliday, who has been with the independent tour operator for 10 years, will be charged with “forging an even closer working relationship with Prestige’s key agent partners”.

She will also help them to create tailored sales initiatives to grow their businesses.

Halliday said: “I’m delighted to take on this new role, which will provide an extra level of support and guidance to our important UK trade partners. I’m looking forward to working with them on some bespoke sales ideas.”

She will continue to report to head of sales, John Joinson, who said: “Shubhra is a hugely important member of the sales team.

“She has a real passion for the Prestige product, is creative, and a real people person plus with an accountancy background, she’s financially astute too.

“This role was made for her and we know that she’ll embrace with real verve.”