JTA Holidays, the UK-based tour operator known for its tailor-made holidays, cruises, and flight-only packages, has appointed Lorraine Adams as regional sales manager for South East England. Adams, who brings more than three decades of travel industry experience, will take up the role on 1 September, the company confirmed.
Adams joins JTA from Unique Vacations, where she spent 25 years representing Sandals Resorts. Her career has been built on close relationships with travel agents across the UK, and she is expected to leverage those connections to drive sales and strengthen JTA's trade presence in the region.
“I'm super excited to be joining JTA Holidays,” Adams said. “The range of products really excites me, and I can't wait to get out and about and start seeing some of our agent partners, many of whom will be old friends.”
JTA Holidays, established in 1972, works with a range of airlines, cruise lines, and hoteliers to offer competitive pricing and a broad product set. The company has been investing in its trade-only offerings and agent support, and this appointment is part of that strategy as it approaches its 55th anniversary in 2027.
Trade sales focus
Chris Cundall, JTA's head of sales, welcomed Adams to the team. “We feel incredibly lucky to have Lorraine joining us. Her experience, relationships, and enthusiasm are going to be a huge asset to JTA,” he said.
Adams's appointment follows a series of trade-facing moves across the UK tour operator sector, including recent leadership changes at Scenic Group and Wendy Wu Tours, as operators look to deepen agent engagement.
JTA's portfolio spans tailor-made itineraries, cruise packages, and flight-only deals, with a focus on long-haul destinations. The company has longstanding partnerships with carriers such as Emirates, Singapore Airlines, and Qatar Airways, and works with cruise lines including Royal Caribbean and Celebrity Cruises.
Adams's remit will cover the South East of England, a key source market for UK outbound travel. Her established network among agents in the region is seen as a major advantage, particularly as the trade continues to adapt to post-pandemic booking patterns.
“Lorraine's track record in building and maintaining agent relationships is exactly what we need as we continue to grow our trade sales,” Cundall added. “Her knowledge of the luxury and long-haul segments will be particularly valuable.”
JTA Holidays has been expanding its trade team over the past year, with a focus on providing dedicated support to agents. The company's trade-only platform offers competitive commissions and a range of marketing tools, and Adams will work closely with agents to maximise sales opportunities.
Adams's appointment is effective from 1 September, and she will report directly to Cundall. She will be based in the South East and will travel across the region to meet with agent partners.
“I'm looking forward to getting started and helping agents make the most of what JTA has to offer,” Adams said. “The team has built a strong reputation, and I'm excited to be part of its next chapter.”
