Atkins takes role at Superbreak

Former Freedom Travel Group and Future Travel managing director Jane Atkins has returned to the trade as sales director for short breaks operator Superbreak.

Atkins stepped down from her previous position on the board of Hays Travel in October after just four months. She joins Superbreak in January.

Previously with the Co-operative Travel Group, Atkins started her travel career in the short breaks sector with Rainbow Holidays in 1988 before moving to MyTravel where she rose to director of sales for UK tour operations and commercial director for Going Places’ retail division until 2007.

At Superbreak, Atkins will mainly be responsible for the management of all third party sales and distribution channels covering retail travel agency sales, groups, specialist and any new third party distribution channels.

She will also be “heavily involved” in new product, new channel and new market opportunities projects, according to the operator.

Managing director Eamonn Ferrin said: “Jane has significant expertise and experience across a broad range of travel sectors and product areas, including tour operations, retailing and home working services and will work with the senior team at Superbreak to help support and drive the future growth of our business.”

This appointment demonstrates a desire to strengthen the executive management team for the future and to support future growth strategies, he added.

Atkins said: “Superbreak is a well established and respected brand in the travel industry, and is the market leader in the provision of short breaks.

“Superbreak is therefore in an amazing position to further consolidate its market dominance by offering more unique packages and unique added value to the package both in the UK and overseas, giving travel retailers the opportunity to maximise margin.

“My skills in tour operations and relationship management along with my experience in travel retailing will lend themselves well to helping take Superbreak to the next level in its growth strategy, and I look forward to working with the trade moving forward to realise our growth plans.”

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