Premier Holidays buoys leadership team as new trade sales boss sought

Premier Holidays has promoted its partnership marketing manager Clare Crowson as the search begins for a new head of trade sales.

News of the promotion comes after the operator announced that sales and marketing director Debbie Goffin will be taking phased early retirement this year, after 25 years of service with the company.

As part of this transition, Premier Holidays is recruiting for a new head of trade sales, “ensuring continued focus on driving sales performance and supporting trade partners”.

The company said it will be “business as usual” until the head of trade sales is appointed and Goffin will provide mentorship and strategic guidance to support a smooth handover.

Crowson became senior partnership manager on January 1, with a continued focus on partnership funding and greater responsibility for driving growth and contributing to commercial reporting and analysis.

Her career with Premier spans more than two decades, during which time she has built “extensive expertise” across sales, marketing and partnerships.

In her new role, she will work closely with Sara Park (pictured below), head of marketing; John Taker on long-haul product; and Mark Godfrey, who continues to lead Premier Holidays’ Channel Islands and UK programmes.

Park was promoted from marketing manager to head of marketing in October 2025. She joined the business in early 2022 following the pandemic and played a “central role” in rebuilding and developing the company’s marketing campaigns and projects.

Niki Waters, managing director of Premier Holidays, said: “As we approach our 90th anniversary and have launched our most ambitious peaks incentive to date, having such a strong and experienced senior team in place is incredibly important.

“These roles give us real confidence as we look ahead to an exciting period of growth for Premier Holidays and our trade partners.”