Not Just Travel Promotes Emma Holliday to Head of Trade

Why It Matters

Elevating a seasoned trade specialist to a senior role gives Not Just Travel stronger bargaining power with suppliers and more tailored support for its consultants, which can translate into higher sales and market share in the competitive land‑based holiday segment.

Key Takeaways

• Emma Holliday promoted to Head of Trade, focusing on land‑based holidays
• Role oversees 45 key trade partners and broader land‑based network
• Promotion follows similar elevation of Duncan Croucher to Head of Cruise Sales
• Strengthened senior‑level trade relationships aim to boost consultant sales
• Not Just Travel expands senior team with new marketing and partnership heads

Pulse Analysis

Not Just Travel (NJT) has long positioned itself as a hybrid franchise that blends independent travel consultancy with the backing of a global brand. In recent years, the land‑based holiday market—encompassing tours, safaris, and cultural experiences—has outpaced traditional package sales, driven by consumer demand for authentic, customizable trips. By establishing a dedicated Head of Trade, NJT signals its intent to capture a larger slice of this growth, leveraging deeper supplier ties to secure exclusive inventory and more favorable commission structures for its network of 45 key trade partners.

Emma Holliday’s appointment brings a rare combination of frontline sales acumen and senior‑level partnership management. Her three‑decade career, spanning agency work, resort management, and senior roles at Jet2.com and Thomas Cook, equips her with a nuanced understanding of both supplier expectations and consultant needs. At the senior level, she can negotiate better terms, streamline product onboarding, and provide real‑time market intelligence—advantages that translate directly into higher conversion rates for NJT’s consultants. This strategic alignment mirrors the broader industry shift toward specialist trade roles that act as bridges between product providers and the end‑consumer advisory layer.

The promotion fits within a broader talent‑stacking initiative at NJT, which recently added a Head of Marketing and a Channel Partnership Manager. Such appointments reflect a franchise model that values centralized expertise while preserving the autonomy of its consultants. As travel demand rebounds post‑pandemic, firms that can offer differentiated, well‑curated land‑based experiences are poised to win market share. NJT’s senior‑team expansion, anchored by Holliday’s trade focus, positions the company to deliver richer product portfolios, stronger consultant performance, and ultimately, sustained revenue growth.