Jonny Peat promoted to director of cruise for Advantage
The Advantage Travel Partnership has announced that Jonny Peat has been promoted to director of cruise with immediate effect
Peat joined Advantage in April 2022 as commercial manager – cruise, before being promoted to senior commercial manager in October 2023. His latest promotion, the company said, recognises the contribution that Peat has made in driving one of the partnership’s fastest-growing business areas.
John Sullivan, commercial director for Advantage, said: “Our congratulations go to Jonny on this well-deserved promotion. The cruise sector represents one of the most dynamic and rapidly expanding segments within our comprehensive travel portfolio, and a market in which we remain steadfastly committed to achieving excellence and industry leadership.”
Over the last three years Peat has taken ownership of this “critical business area far beyond supplier management,” Sullivan continued.
“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.”
Commenting on his new role, Peat added: “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.”
Under Peat’s new leadership position, Advantage’s cruise division will seek to harness its community beyond the UK, through its global network, leveraging its scale and buying power, in addition to driving membership recruitment, supporting new to and existing cruise sellers.
