The Scenic Group has bolstered its UK sales team with five appointments including a new trade sales director.

MSC Cruises’ former head of retail Andrea Stafford replaces the outgoing Joseph Grimley and will oversee a restructured sales team of 10 at the firm, which includes Scenic Luxury Cruises & Tours and Emerald Cruises.

She begins her role on April 4 and will report into the group’s chief sales and marketing officer, Anna Wolfsteiner.

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At MSC, she was responsible for business development and trade sales growth and previously held senior sales leadership roles at Royal Caribbean and Thomas Cook.

Scenic said: “Stafford brings extensive experience in sales and commercial operations within the travel industry.”

Wolfsteiner said: “Andrea’s wealth of experience and natural leadership qualities will be a huge asset to us as we enter an exciting new chapter for the Scenic Group.

“I’m thrilled she’s joining the team and look forward to supporting her in the months to come as we continue to realise our UK trade growth strategy.”

Stafford (pictured) called the Scenic Group “a dynamic business” that has “an incredible line up of industry-first hardware”.

She added: “I’m looking forward to bringing the experience I have had over many years to the Scenic Group and helping UK agents to recognise the enormous potential within the brand.

“I’m equally excited to be joining the impressive newly expanded trade sales team and working with them to grow.”

Sales manager Wendi Hardy has been promoted to the newly-created role of national sales key account manager with immediate effect.

Other appointments include Jonathan Davies, who previously worked for Advantage Travel Partnership; Jonathan Edwards and Christina Cooper

Davies becomes the group’s sales manager for the north, Edwards becomes agency sales support and Cooper joins as a marketing executive. All three were recruited from outside the travel industry.