Courtney, who has spent 18 years working as a retail agent, said he can "naturally relate" to the operator’s trade partners and give them "all the tools they need to successfully sell" the brand’s holidays.

"I’m really excited about getting out on the road and visiting all the agents in my area and assisting them in increasing their sales with us," he added.

Lynsey Jones, national sales manager for Balkan Holidays, said: "Adam is the ideal person to join our growing sales team, as he brings a wealth of knowledge and experience in retail and will certainly complement our ever-increasing sales team."

Meanwhile, Alexander Stoyanov, the company’s managing director, said: "We are very excited with all the new additions to our trade sales team, and I am looking forward to them helping and supporting our retail partners to successfully sell our great-value holidays."