Riviera Travel has appointed HF Holidays chief executive Jim Forward as its new commercial director.

Forward starts in the new role on December 1.

He  has been chief executive at walking holidays co-operative HF Holidays for five years. Previously, he held roles including managing director of Warner Leisure Hotels and head of sales and marketing for Butlin’s.

David Clemson, Riviera’s chief executive, who previously took responsibility for all commercial elements of the business, said: “Jim brings a wealth of travel industry experience to the Riviera Travel team and we are thrilled to have him on board.

“We have exciting growth opportunities ahead, and Jim’s expertise will be instrumental as we evolve our existing specialist travel products and branch into new areas of the market.”

Forward said: “I have long admired the Riviera Travel brand, the exceptional levels of customer service and the diverse travel experiences that the company offers. I am delighted to be joining the team and look forward to building on Riviera Travel’s exemplary product proposition and core values as part of a wider commercial strategy.”

Meanwhile, head of sales Joseph Grimley is to leave Rivieria in three months’ time to join Scenic Group UK as director of trade sales.