Daniel Bainbridge is moving from British Airways owner International Airlines Group to Malaysia Airlines.

He becomes UK, Europe and North America regional manager for the Malaysian national carrier.

Bainbridge held a number of different positions at IAG including UK leisure sales manager and general manager South Africa for BA and most recently head of airline partnerships for Avios.

He will oversee the strategic leadership of all commercial aspects for the UK, Europe and North America with a focus on driving sales and revenue performance.

Malaysia Airlines operates twice daily between London and Kuala Lumpur with new Airbus A350 aircraft.

Airline CEO Izham Ismail said: “I am delighted to welcome Daniel to Malaysia Airlines. His extensive experience and knowledge of the industry will add strength and depth to our senior management team.

“I look forward to working with him in developing our long term commercial strategy for the UK, Europe and North America.”

Bainbridge added: “I’m thrilled to join the team at Malaysia Airlines and look forward to working closely with the UK travel trade once more.

“We have ambitious plans for 2019 and I’m committed to accelerating growth on the London route and encouraging both new and frequent travellers to fly Malaysia Airlines.”