Riviera Travel has announced that Jim Forward has taken on an expanded chief commercial officer position.

The new role covers all product development, commercial negotiations with suppliers, operations, customer insight and marketing.

Forward, who has been with the company for two years, is taking the position following the departure of marketing director Ben Hitchcock.

Riviera Travel chief executive Phil Hullah said: “Combining all commercial, product and marketing responsibilities into a single customer-focused role ensures we can react quickly to our guests’ changing needs and land the right messages of reassurance and inspiration at the right times.

“These are challenging times, but I am confident about Riviera’s future. Our team have been curating and delivering exceptional holidays for over 36 years. We have a top-quality, award-winning brand recognised by customers for providing exceptional service and travel experiences.

“With fully funded plans that assume only a gradual return to travel during 2021, and with the right people, product and promotion, we will take full advantage of the pent-up demand for travel next year. Indeed, our 2021 season is already nearly 80 per cent sold.

“We value the special relationship we have with our customers and have been heartened by the hundreds of messages of support we have received from our customers during the last few months.

“We are incredibly grateful for their ongoing loyalty and take great encouragement from their continued desire to explore the world as soon as is possible so to do.”

Riviera Travel stated in October that it was working on a “comprehensive programme of incentives and fam trip opportunities” to reward travel agents who have supported the company through the pandemic.

Channel director Stuart Milan said: “I believe that travel agents are the great survivors of our industry – because they know their clients, they can give a personal service, and they are so enthusiastic about our wonderful industry.”