Solmar Villas has appointed Lydia Taylor as Sales Development Executive.
Lydia moves into the role after three years with Solmar Villas’ operations team, working across pre-travel and guest care.
She will cover trade sales responsibilities during Ellie Willis’ maternity leave, while also supporting the wider distribution channels and will report to Head of Distribution Lewis Cooper.
Lydia said: “I have been with Solmar for nearly three years now, working within the operations department and gaining experience across our pre-travel, in resort Holiday Helpline and guest care teams. I’m looking forward to bringing that experience into my new role as Sales Development Executive and building on our relationships with our trade, wholesale and OTA partners.
“I’m excited to work closely with the team, strengthen our existing partnerships and help identify new opportunities for growth and success.”
Sales and Distribution Director James Howlett added: “Lydia’s appointment gives us further support and focus across our trade partnerships, as we look to amplify Solmar Villas’ presence in the UK and Irish travel trade.
“Our ambition is to be the number one villa company of choice for our partners, and trade is already our standout growth channel for 2027. Forward bookings are significantly ahead year on year, and revenue is growing even faster than booking volumes – reflecting a stronger mix of higher-value bookings.
“We’re also seeing strong demand from multigenerational families, where the villa proposition really comes into its own – better quality, more space and greater freedom for families travelling together. Our priority is to build on that momentum by developing both existing and new relationships, making Solmar as easy as possible to do business with, and delivering the best and most consistent experience for our partners and customers.”
