Jonny Peat promoted to director of cruise at Advantage Travel Partnership

Advantage Travel Partnership has promoted Jonny Peat to the role of director of cruise with immediate effect. 

Peat joined Advantage in April 2022 as commercial manager for cruise before he was promoted to senior commercial manager in October 2023.

His latest promotion “recognises the exceptional contribution he has made in driving one of the partnership’s fastest-growing business areas”. 

Commercial director John Sullivan described the promotion as “well deserved”, adding: “In the three years Jonny has been with us, he has taken ownership of this critical business area far beyond supplier management. 

“He has been instrumental in shaping our strategic direction and strengthening our Latitude cruise community, while significantly enhancing our relationships with cruise partners, members and the wider industry. 

“At the heart of this promotion is Jonny’s proven commercial success and his readiness to lead our ambitious cruise strategy, delivering even greater value for all stakeholders.” 

Under Peat’s new leadership role, Advantage’s cruise division will look to harness its community beyond the UK through its global network to “leverage its significant scale and buying power”, in addition to driving membership recruitment, supporting new to and existing cruise sellers. 

Peat said: “I’m thrilled to step into this new role within a business and an industry I’m truly passionate about. 

“Our members are increasingly recognising cruise as a key growth opportunity, and I’m excited to strengthen our commitment to the sector.

“We’re perfectly positioned to capitalise on the wave of growth expected through 2026 and beyond, delivering the exceptional service our Latitude community needs to leverage and succeed in this booming market.”