Worldy Sales will offer sales and marketing solutions to hotels, destinations and DMCs on a project basis, with initial clients including Portuguese DMC Vega and MEP Destination Business Solutions in Turkey.
Fine told C&IT: "I saw a good opportunity to try my own thing and, although it would have been easy to stay in my role at Melia, it is good to leave on a high and to seek a new challenge.
"My target for 2015 is to progress smoothly in a sustainable way so I can grow the business whilst remaining dynamic. The way sales is done has changed a lot and I want to help spot new opportunities in the market for my clients."
Fine’s role at the hotel company will be filled by former Grass Roots commercial, planning and solutions lead Neill Hendry, who has been at Melia Hotels International for more than a year as a global account manager.
Hendry will head up the MICE account management teams for UK, Ireland and Scandinavia, as well as the MICE sales teams for the Melia White House and the ME London properties.