Expedia has appointed Andy Washington as managing director for the UK as the tech-giant seeks to reintroduce geography into its organisational structure.

Just under three years ago, Expedia had sought to rationalise the company into business units, but is now hiring country specific employees once again.

Washington – and an as yet unknown number of national heads – will report Expedia EMEA vice president Gary Morrison.

“Creating dedicated teams, focussed on each of the diversified markets of Europe, will ensure Expedia is well placed to address the specific needs of individual travellers in each country,” said Morrison.

Washington joins directly from Thomas Cook where he spent less than a year after leaving Lastminute.com in June 2010.

He will be based in the Expedia Europe headquarters in London.