Youth hostel charity YHA has appointed Joe Lynch, the former TUI Travel marketing director for educational travel, as its sales and marketing director.
Lynch has been tasked with raising the brand’s profile while also running its sales and marketing team.
Caroline White, chief executive of YHA, explained that he would be responsible for attracting more young people to YHA.
“With his track record in educational travel, school groups using YHA and its schools offering will be a key area of focus for him,” she said.
The brand has recently announced an investment of £10m in five sites, and has begun to run a marketing campaign in a bit to change public perception across England and Wales of Youth Hostel accommodation.