APT Travel Group hires Jemma Allerton-Griffiths to head retail growth

APT Travel Group has appointed former Kuoni manager Jemma Allerton-Griffiths to the newly created role of national retail manager to drive trade growth.

Allerton-Griffiths, who held the same position at Kuoni, brings more than 25 years of industry experience to the operator, which encompasses the APT Luxury and Travelmarvel brands.

In her new role, she will lead the retail sales team and work alongside consortia, agency groups, independent retailers and homeworkers to build strategic partnerships and boost agent engagement.

The creation of the role forms part of APT Travel Group’s wider investment in its UK operations following successive years of double-digit growth, with plans to expand its portfolio of river cruises, small ship voyages, rail trips and escorted tours.

Brad Bennetts, head of sales for APT Luxury and Travelmarvel, said: “The travel trade is at the heart of our business, and bringing Jemma on board reflects our commitment to the channel.

“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.”

Allerton-Griffiths added: “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.”

The operator is also currently recruiting a business development manager for the south of England to bolster its regional face-to-face support.