Advantage Travel Partnership appoints first-ever partnerships manager

The Advantage Travel Partnership has appointed Adam Weatherby to the newly created post of partnerships manager.

Weatherby’s role will include managing relationships with tourist boards and accommodation providers.

He will report to senior commercial manager Kerri Thorpe and will work as part of the commercial team.

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Thorpe said Weatherby (pictured) will bring “extensive experience and contacts”, adding: “He will be a strong addition to our growing team, giving us further opportunities to maximise our offering to members, whilst supporting our existing important tour operator partnerships.”

Weatherby most recently worked for bed bank Ratehawk, before which he looked after sales and marketing for hotels in Saint Lucia during his time at Group Promotions. His previous experience also includes working at Aviareps and South African Tourism.

Weatherby said: “I am excited to be joining and reconnecting with travel partners.

“Having worked on the other side, I can see clearly the benefits and opportunities of tourist boards and trade partners partnering with Advantage through the breadth and reach of our marketing activity, as well as our extensive portfolio of face-to-face events.”

Thorpe said: “We are seeing a big increase in the types of businesses and organisations keen to partner with us, as they see now more than ever the value of working with our independent agent members and reaching their customers.

“Adam will not only help us explore new partnerships with destination and accommodation groups, but also those operating outside of our usual sectors.”

Head of marketing David Forder said: “Working with a broad range of trade and business partners is important for us to support members with their marketing.

“It enables us to offer even more tailored content, helping members segment their customers, which ultimately means better customer engagement and an overall increase in bookings for them.”

Advantage represents independently owned travel agencies and travel management companies, collectively operating across 750 locations in the UK.