John Sullivan’s appointment as commercial director marks a new chapter for Advantage Travel Partnership.
- Sullivan is set to enhance commercial activities and strategic partnerships.
- He aims to drive the business-to-business agenda with renewed focus.
- The organisation recognises Sullivan’s pivotal role in advancing commercial goals.
- This change signifies a commitment to leveraging commercial scale and enhancing member value propositions.
John Sullivan has been elevated to the position of commercial director at Advantage Travel Partnership, a move that underscores the organisation’s commitment to strengthening its business-to-business commercial activities. Having been with the company for 15 years, Sullivan’s extensive experience will be instrumental as he assumes oversight of strategic partnerships across the partnership’s diverse third-party supply chain.
In his new role, Sullivan will report directly to chief commercial officer Kelly Cookes, working in close collaboration with division leads. This strategic alignment is designed to drive forward an ambitious commercial agenda, one focused on leveraging Advantage’s substantial commercial scale. As Advantage CEO Julia Lo Bue-Said highlights, Sullivan’s appointment is crucial for fortifying the organisation’s commitment to its members and their evolving needs.
The organisation’s commercial function currently facilitates an impressive annual sales turnover of £15.7 billion across its membership. Given this scale, Sullivan’s brief includes refining the member value proposition and advancing third-party partnerships. This aligns with the strategic drive over the past year, which has seen significant strides in sectors such as cruises, tours, and adventure.
Sullivan is enthusiastic about the challenges ahead, expressing eagerness to develop these partnerships further. “Over the last 12 months, we have made great progress in strategically driving our product portfolio across a number of sectors, including cruise and touring and adventure,” he stated. This strategic momentum aims to secure enhanced commercial benefits, alongside dedicated marketing and events for members.
Chief Commercial Officer Cookes emphasised that Sullivan’s promotion is not only well-deserved given his strong performance but also reflective of his influence in building essential third-party relationships. Cookes noted, “Our commercial proposition sits at the very heart of the business and our ambition is to further optimise and leverage our global buying power across the group to drive increased commercial benefits to members operating in both leisure and business travel.”
This strategic leadership shift is complemented by other recent appointments within Advantage, including Pelin Dede as head of accommodation. The organisation is currently recruiting for a head of supplier relations, a role covering air, ground, and technology, indicating continued investment in bolstering their internal structure.
The appointment of John Sullivan as commercial director is set to invigorate Advantage Travel Partnership’s commercial strategy, driving member value and partnerships.
