Cross has held the post of head of trade sales for the past 10 years. He has been at the operator for more than 14 years, originally joining the company to launch its trade sales channel.

He is an industry veteran, having worked in travel for almost 45 years in roles spanning retail, airline reservations, cruise, advertising, publishing and corporate software.

The operator said: “The creation of the new director of travel agent relationships post reflects Jet2holidays’ continued commitment to working alongside independent travel agents and homeworkers to create mutually beneficial relationships and partnerships.

“Having this senior position within Jet2holidays – reporting directly to CEO Steve Heapy – demonstrates how integral these partnerships are to the company’s business strategy and continued success.”

Cross will continue to oversee a trade team of 20 following the recent addition of four more staff.

Steve Heapy, Jet2.com and Jet2holidays chief executive, said: “Alan has done a tremendous job leading our award-winning trade sales team, to the point where we are recognised as the industry-leaders when it comes to working with independent travel agents and homeworkers.

"I know he will continue to deliver even more success in this new role, and I am sure our partners will join me in congratulating Alan on this deserved promotion.”

Cross added: “With lots more exciting news in the pipeline, we are looking forward to even more success working together with independent travel agents and homeworkers.”