It is Peat's second promotion at the consortium, which he joined as commercial manager – cruise in April 2022. He stepped up to the role of senior commercial manager 18 months later in October 2023.
Advantage said his latest promotion recognised "the exceptional contribution" he has made "driving one of the partnership's fastest-growing business areas".
Commercial director John Sullivan said: "The cruise sector represents one of the most dynamic and rapidly expanding segments within our portfolio, and a market in which we remain steadfastly committed to achieving excellence and industry leadership.
"In the three years Jonny has been with us, he has taken ownership of this critical business area far beyond supplier management. He has been instrumental in shaping our strategic direction and strengthening our Latitude Cruise Community, while significantly enhancing our relationships with cruise partners, members and the wider industry.
"At the heart of this promotion is Jonny's proven commercial success and his readiness to lead our ambitious cruise strategy, delivering even greater value for all stakeholders."
Peat added: "Our members are increasingly recognising cruise as a key growth opportunity, and I'm excited to strengthen our commitment to the sector. We're perfectly positioned to capitalise on the wave of growth expected through 2026 and beyond, delivering the exceptional service our Latitude community needs to leverage and succeed in this booming market."
In his new role, Peat will look to build a cruise community beyond the UK and leverage the partnership's scale and buying power, in addition to driving recruitment.
