Hone joins the river cruise operator from Uniworld where she worked as sales manager, specialising in river cruise.

She brings more than 40 years’ experience in the travel industry, including a stint with Scenic and Emerald Waterways.

Hone will be responsible for promoting Fred’s river cruise partners, which include Amadeus River Cruises, American Cruise Lines, Pandaw, Volga Dream and Far Horizon.

She will also work closely with the trade to develop and support their river cruising sales.

“I’m absolutely thrilled to have joined the Fred River Cruises team,” said Hone. "It’s an incredibly exciting time, as the popularity of river cruising is at an all-time high.

“It’s the perfect opportunity to work alongside the team to raise the profile of our brand portfolio and bring them to the forefront.

"I’m particularly looking forward to working alongside the retail branches to strengthen the positioning of river cruising in-store.

“Longer term, I’m looking to build upon my trade experience to further develop our river cruise fleet and further cement Fred River Cruises’ presence as leaders within the river cruising market.”

Steve Williams, managing director Fred Olsen Travel and Fred River Cruises, added: “We’re absolutely delighted to be welcoming Lucy to the team.

"Her experience speaks for itself and to add someone of Lucy’s calibre to the team shows the strength of the brand and demonstrates our commitment to developing our business through the trade.

“We know that Lucy’s experience and enthusiasm will play a big part in our business development and we look forward to working together.”