APT Travel Group Appoints Jemma Allerton-Griffiths National Retail Manager for UK

APT Travel Group, which operates the APT Luxury and Travelmarvel brands, has appointed Jemma Allerton-Griffiths as National Retail Manager.

Ms Allerton-Griffiths has just joined from Kuoni, where she was also National Retail Manager, and brings with her over 25 years of experience in the travel industry. In this newly created position, she will work to drive retail growth and deepen the company’s partnerships with agents across the UK.

Her background includes roles in sales leadership, team development, and driving commercial results for travel businesses.

In her new role, Ms Allerton-Griffiths will lead the retail sales team and work closely with consortia, agency groups, independent agents, and homeworkers throughout the country. She’ll be focused on building strategic partnerships, increasing agent engagement, and giving retailers the tools and support they need to grow sales of APT Luxury and Travelmarvel.

This role is a key part of APT Travel Group’s wider investment in its UK operation, coming after several years of double-digit growth. The business is set to broaden its range of river cruises, small ship journeys, rail adventures, and escorted tours across both brands, with more opportunities for agents to get involved.

Brad Bennetts, Head of Sales for APT Luxury and Travelmarvel, said: “The travel trade is at the heart of our business, and bringing Jemma on board reflects our commitment to the channel. Jemma really understands the retail market and what agents need from their supplier partners. She’ll bring fresh energy and commercial focus to our retail strategy and help us build even stronger relationships with agents across the UK."

Jemma Allerton-Griffiths said: “I’m thrilled to be joining APT Travel Group at such an exciting point in its journey. Both APT Luxury and Travelmarvel have fantastic offers and ambitious growth plans, and the commitment to working closely with travel agents is clear. My first priority is to get out into the market, meet our agents, and hear their views. I want to find out where we can offer more support and develop practical ideas that help our partners confidently recommend our products and grow their business with us.”