Former Amadeus global head of retail business Leon Herce is joining Hotelbeds as global sales director.

The newly-created position will see him lead the sales of the bedbank’s full portfolio, including accommodation, transfers, car hire, tickets and excursions via the wholesale, retail travel agents, airlines and B2B2C business lines. These include the Bedsonline and Hotelopia brands.

Herce spent more than 15 years at Amadeus in a range of roles.

Hotelbeds’ managing director Carlos Munoz said: “We felt it was the right moment to combine all the sales teams from the wholesale, retail travel agent, airlines and B2B2C teams under the leadership of one person – and Leon’s considerable experience in a variety of leading sales roles globally makes him the perfect person.”

Herce added: “Together with my new team I want to make our tour operator, airline, points redemption scheme, and retail travel agent clients more competitive and more profitable by providing them with unbeatable deals and world-class customer service.”