Daniel Bainbridge has more than 20 years of international aviation experience and moves to the role from International Airlines Group (IAG).

There he worked as leisure sales manager (UK) and general manager (South Africa) for British Airways and most recently head of airline partnerships for Avios Group.

Bainbridge will oversee the strategic leadership of all commercial aspects for the UK, Europe and North America with a focus on driving sales and revenue performance.

“I’m thrilled to join the team at Malaysia Airlines and look forward to working closely with the UK travel trade once more.

“We have ambitious plans for 2019 and I’m committed to accelerating growth on the London route and encouraging both new and frequent travellers to fly Malaysia Airlines,” he said.

Izham Ismail, Malaysia Airlines’ chief executive, added: “Daniel’s extensive experience and knowledge of the industry will add strength and depth to our senior management team.”

Malaysia Airlines operates twice daily between London and Kuala Lumpur on its new Airbus A350.