Gemma Allerton-Griffiths has been appointed national retail manager at APT Travel Group

APT Travel Group has appointed Gemma Allerton-Griffiths as national retail manager to drive retail growth and deepen the company’s partnerships with agents across the UK.

According to a press release, the new role will involve leading the retail sales team and working closely with consortiums, agency groups, independent agents and homeworkers across the country.

Allerton-Griffiths intends to focus on building strategic partnerships, increasing agent engagement and providing retailers with the tools and support needed to grow APT Luxury and Travelmarvel sales.

“Travel retail is at the core of our business and bringing Gemma on board reflects our commitment to this channel,” said Brad Bennetts, head of sales for APT Luxury and Travelmarvel.

“Gemma really understands the retail market and what agents need from their supplier partners. She will bring fresh energy and commercial focus to our retail strategy and will help us build even stronger relationships with agents across the UK.

The role is said to be a key part of APT Travel Group’s wider investment in its UK operations following several years of double-digit growth.

The business intends to expand its range of river cruises, small ship travel, rail adventures and escorted tours across both brands, providing more opportunities for agent participation.

Joining from Kuoni where she held the same role, Allerton-Griffiths has over 25 years’ experience in the tourism industry, including senior roles in sales, team development and delivering commercial results for tourism businesses.

“I am thrilled to be joining APT Travel Group at such an exciting stage in its journey. Both APT Luxury and Travelmarvel have fantastic offerings and ambitious growth plans, and the desire to work closely with travel agencies is clear,” said Allerton-Griffiths.

“My first priority is to go out into the market, meet with our agents and hear what they have to say. I want to explore where we can offer additional support and develop practical ideas that will help our partners confidently recommend our products and grow their business with us.”