Cunningham has been named director of retail, omnichannel and third-party sales, effective from 2 June, and has already reiterated the importance of independents to Tui. In her new role, she will be tasked with growing sales from and expanding distribution across the group’s stores, as well as through independent agents in the UK and Ireland.

She will report into Tui marketing and sales director UK and Ireland Bart Quinton Smith, who was promoted to his new role at the start of the year when Neil Swanson took over from Tui’s UK managing director Andrew Flintham.

“Having joined Tui 22 years ago, I have a solid understanding of our customers, retail agents and partners, which will help to shape our plans moving forward and support the wider business strategy,” said Cunningham. "I’m looking forward to working with more of our talented teams and agent partners who play a crucial role in our business."

Quinton Smith added Cunningham would bring a wealth of experience and leadership skills to her new role "to deliver for our customers, colleagues and partners across the UK and Ireland".

Cunningham joined Tui, then Thomson, in 2003 as a holiday rep in Greece and has held a variety of roles since then, including spells as a business development manager and as commercial relations general manager.

Her promotion follows Tui’s recent announcement that director of customer sales and service Belinda Vazquez will depart the business next month after 25 years "to pursue a fresh challenge".