Riley will be UK-based and join the line as director of international sales on May 21 reporting in to Stacy Shaw, vice-president of sales and business development.

Shaw said Riley, formerly director of trade engagement and onboard sales at P&O, was chosen due to his “extensive knowledge of the UK travel industry and his genuine commitment to travel agents and their success”.

She added that Virgin Voyages considered him to be the “perfect choice” to head up efforts with the trade outside of North America.

Virgin Voyages will commence operations in 2020 when the first of its 2,700-passenger new build ships launches from Miami.

The line intends to launch three ships as part of its new brand, with this first fleet being known as Lady Ships and its guests as sailors.

“Given our British heritage at Virgin, the UK holds a special place in our hearts.  This is a market that’s very important to us and we can’t think of anyone better to look after our partners there,” Shaw added.

Riley’s focus for the later part of 2018, the line said, will be to help agents in the UK and overseas understand the Virgin Voyages brand and its customers.

“This will enable our partners to more easily identify the people who will love and appreciate a unique and differentiated experience at sea,” explained Shaw.

“While we’re not quite ready to do business just yet, we hope travel partners from around the world will reach out and say hello to us at firstmates@virginvoyages.com."

Commenting on the departure of Riley, Alex Delamere-White, P&O Cruises vice-president of sales and distribution, said: “Shane made a significant contribution to this business over the last five years. We wish him every success for the future and his new role."