USAirtours, the trade-only tour operator specializing in North America and Caribbean itineraries, has strengthened its agent-facing team with the appointment of Sarah Barry as trade sales consultant. Barry, who joins from Hays Travel’s Hastings branch, will report directly to Jessie Manzi, head of sales, and will focus on supporting the operator’s agency partners and promoting its portfolio of escorted tours, city breaks, and fly-drive packages.
The move marks the fourth addition to USAirtours’ sales team this year, underscoring the company’s aggressive expansion strategy as it celebrates its 45th anniversary. The operator has consistently emphasized its commitment to the trade channel, working exclusively with travel agents rather than selling direct to consumers.
Strengthening agent relationships
Manzi highlighted Barry’s industry experience and understanding of the agency community as key assets. “Sarah brings a wealth of experience and a strong understanding of our partners. Her expertise will be a great asset as we continue to expand our sales team and strengthen our relationships with agents, reinforcing our commitment to providing outstanding service and support,” Manzi said.
Barry, who previously served as a travel consultant at Hays Travel, expressed enthusiasm for her new role. “I’m looking forward to working closely with agents, developing strong relationships and helping them make the most of the vast range of product available through USAirtours,” she said.
The appointment comes on the heels of a record-breaking trading period for USAirtours. In August and September, the operator reported revenues up 60% year on year, marking its best-ever trading months. Growth was seen across all business areas, with particular strength in cruise bookings through its sister brand, Beyond Cruising, which surged 74%.
USAirtours’ product range spans the USA, Canada, and the Caribbean, including tailor-made itineraries, group tours, and cruise packages. The company has long positioned itself as a specialist in long-haul North American travel, and its recent performance suggests sustained demand from UK travelers for transatlantic holidays.
The trade-focused approach remains central to USAirtours’ strategy. As the company expands its sales team, it continues to invest in training and support for agents, ensuring they have the knowledge and tools to sell complex itineraries effectively. This aligns with broader industry trends, where tour operators are increasingly relying on agent expertise to navigate evolving consumer preferences.
Barry’s appointment also reflects a wider movement within the travel trade to bolster sales teams with experienced consultants. Similar moves have been seen across the sector, such as Cruise.co.uk naming Emma Rodgers as national account manager and Sabre appointing Fiona Richards to lead South Pacific agency sales. These hires signal a competitive market for talent and a renewed focus on agent partnerships.
For USAirtours, the timing is strategic. With the peak booking season for 2026 underway, the operator is positioning itself to capitalize on strong demand. The company’s record summer performance, coupled with the expansion of its sales force, suggests confidence in sustained growth.
Agents looking to work with USAirtours can expect enhanced support and a dedicated point of contact in Barry. Her background in retail travel gives her firsthand insight into the challenges and opportunities agents face, which should prove valuable in her new role.
As the travel industry continues to recover and evolve, trade-only operators like USAirtours are doubling down on their agent networks. The appointment of Barry is a clear signal that the company intends to maintain its momentum and deepen its relationships with the trade.
