The former head of marketing at online fashion retailer ASOS is moving to Hostelworld Group.

Yale Varty previously held various marketing roles at Expedia in the UK.

He becomes chief marketing officer at the hostel-focused online booking platform.

Varty will lead Hostelworld’s London office, with a frequent presence at its Dublin headquarters.

He will support a fresh strategy to drive the Hostelworld brand forward in 2020 and beyond, according to the company.

CEO Gary Morrison said: “I’m really excited about adding someone of Yale’s calibre to my executive leadership team.

“His deep understanding of e-commerce, coupled with his background in the travel industry, is fundamental as we look to push boundaries in our sector.”

Varty said: “Hostelworld is a brand that shapes people’s lives and attitudes through travel, and the journey the company is embarking on is very exciting.

“When Gary reached out to me, I was inspired by his vision and what I could be part of, and I’m excited to play my part in driving our ambitious plans forward.

“Hostels have truly evolved since I last shared a dorm room. The industry is transforming at a rapid pace thanks to the way technology and connectivity facilitates travel today, compared to when Hostelworld sold its first hostel bed online 20 years ago.”