Collette has appointed its first ever UK managing director as it looks to drive growth and raise awareness of the brand.
The US operator appointed Carl Burrows, formerly of Explore, in the role and he started at the beginning of September.
The expanded role was created following the departure of UK general manager Peter Traynor who left the business last week.
Burrows said part of his role would be to raise awareness of Collette in the UK market.
"Collette doesn't have the awareness and presence that it could have in the UK market so I'll be looking to drive that awareness," he said. "I'm new to the escorted touring sector so I've spent the last couple of weeks learning. It's a great product, we just need to make more people aware of it."
Christian Leibl-Cote, vice president of service & international business, said the new role had been created to give the UK more autonomy.
"Until now the UK has not been able to really make decisions on its own, it's been a market very tied into what's happening in the US," he said. "Carl will be able to make some individual decisions that will be UK focused. He will be able to be more reactive to what's happening in the UK market.
"This is an expanded role and it's been developed because we think the UK has potential for great growth."
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