Hays Travel has announced the appointment of long-haul and cruise expert Tricia Birmingham to the main Hays Travel Board as Commercial Director, effective from 1 September 2025.

Tricia will be based at the company’s head office in Sunderland.

With a distinguished travel industry career spanning several decades, Tricia joins Hays Travel from Fred. Olsen Travel where she held the position of Director of Tour Operations.

Prior to this Tricia held senior positions at Gold Medal, where she played a pivotal role in developing and expanding long-haul travel offerings.

Dame Irene Hays, Owner and Chair of Hays Travel: "We are delighted to welcome Tricia to Hays Travel.

"Her deep understanding of the tour operating landscape and her proven leadership in commercial strategy make her an ideal addition to our Board.

“Tricia brings with her a wealth of travel experience and insight in both long-haul and cruise operations, which we have identified as strategic priorities for Hays Travel.

"Her input will be invaluable as we continue to seek opportunities to grow and evolve our business in response to our customers’ desire to explore and experience more of the world."

Tricia Birmingham: "I am thrilled to be joining Hays Travel, becoming part of the executive board alongside Dame Irene, Jonathon, and the wider leadership team.

"Hays Travel is a company I admire and align with, from its strong values, people-first culture, and commitment to giving back – all of which make it a brand that I am excited to be a part of.

“My focus will be on driving the commercial strategy, to deliver sustainable growth across our land, cruise, and tour operating portfolio.

"There is an exceptional team in place with great expertise, and it will be a privilege to lead them, as we strengthen, collaborate, evolve, and unlock new opportunities.

“I am ready to bring my passion, dedication, energy, and drive to Hays Travel. Returning to the North East, where my career began, makes this even more special.

"It’s a full-circle moment that feels both meaningful and energising. I am excited for the next chapter and to play a pivotal role in the future of Hays Travel.”

Belinda Mindell, Chair of Fred. Olsen Travel: “Tricia has been an invaluable member of the Fred. Olsen Travel leadership team since joining and during that time, we have seen significant growth in Fred. Holidays.

"Naturally, we are very sad to see Tricia go but delighted that she has an exciting opportunity and would like to wish her the very best and thank her for everything that she has done for Fred. Olsen Travel these past two years.”