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APT Travel Group has appointed Jemma Allerton-Griffiths as national retail manager to drive retail growth and deepen the company's partnerships with agents across the UK.
The newly created position entails leading the retail sales team and working closely with consortia, agency groups, independent agents and homeworkers throughout the country, according to a press release.
Allerton-Griffiths is set to focus on building strategic partnerships, increasing agent engagement and giving retailers the tools and support they need to grow sales of APT Luxury and Travelmarvel.
"The travel trade is at the heart of our business, and bringing Jemma on board reflects our commitment to the channel," said Brad Bennetts, head of sales for APT Luxury and Travelmarvel.
"Jemma really understands the retail market and what agents need from their supplier partners. She'll bring fresh energy and commercial focus to our retail strategy and help us build even stronger relationships with agents across the UK.
The role is said to be a key part of APT Travel Group's wider investment in its UK operation, coming after several years of double-digit growth.
The business is set to broaden its range of river cruises, small ship journeys, rail adventures and escorted tours across both brands, with more opportunities for agents to get involved.
Joining from Kuoni, where she held the same role, Allerton-Griffiths brings over 25 years of experience in the travel industry, including roles in sales leadership, team development and driving commercial results for travel businesses.
"I'm thrilled to be joining APT Travel Group at such an exciting point in its journey. Both APT Luxury and Travelmarvel have fantastic offers and ambitious growth plans, and the commitment to working closely with travel agents is clear," noted Allerton-Griffiths.
"My first priority is to get out into the market, meet our agents, and hear their views. I want to find out where we can offer more support and develop practical ideas that help our partners confidently recommend our products and grow their business with us."
