Chris Simmonds has been appointed as Saga Holidays’ managing director, replacing Maria Whiteman who left the company in late 2019.

Having previously worked for Saga Holidays as part of the executive team, Simmonds left Saga 10 years ago to become chief executive of Revitalise, a charity providing short breaks and holidays for disabled people and carers.

He said: “I am joining Saga, not to relieve the past but to use what is important from the past to shape the future. I want to contribute to Saga Holidays’ return to growth and ensure we can all enjoy the true spirit of Saga again.”

Simmonds has more than 20 years of leadership experience, and during his time at Revitalise he helped turn the charity around into growth, leaving it in “great shape”.

In his new role, Simmonds will drive the transformation of Saga Holidays in line with its growth agenda and overall strategic direction of returning Saga to its heritage.

Saga’s chief executive offer, Robin Shaw,  added: “I am excited to welcome Chris to our business and our travel leadership team. I am confident that Chris will be as integral to Saga Holidays’ future as we was in the past, and is the right person to lead its transformation.”

The company, aimed at over 50s, recently announced itineraries for its first river cruise ship debuting in 2021, The Spirit of the Rhine. 

The 190-passenger boutique river ship will sail routes along the Rhine, Moselle, Main, Danube and the waterways of Holland.

The inaugural, six-night Bootleg Beatles voyage will feature music by the British band’s leading tribute group and will include a private, guided tour of The Beatles museum in Alkmaar, which features a collection of personal memorabilia.

Other itineraries include a seven-night Flowers on Parade cruise with TV presenter and gardening expert Charlie Dimmock on board; a Jazz and Tulips in the Netherlands voyage from Amsterdam performed on board by Richard Leach’s Jazz Quartet; a From Rembrandt to Rubens sailing with the UK’s leading auctioneer and TV presenter Raj Bisram; and a Gilbert and Sullivan on the Rhine cruise with live performances.

There will also be a Mystery Cruise for eight nights departing on 19 May.