Sheridan joins the business with more than 12 years’ industry experience spanning frontline sales and retail leadership roles at Tui, Thomas Cook and Hays Travel.

Jorge Quibell, head of trade partnerships at SHG, said the appointment would strengthen the operator’s support network for agency partners, with the company focused on "being there for our partners whenever they need us". Last month, he urged agents to give the brand "a go", crediting a six-month uptick in trade sales to SHG's "approachable" and friendly team.

The move comes as SHG reports "strong growth" from trade channels over the past six months, with the business targeting both new-to-SHG agents and the homeworker sector as key areas for expansion.

Sheridan said he was looking forward to getting out on the road and building closer relationships with agents.

"I’m really excited to be joining the Group and working with three such well-established and respected brands," he said.

SHG, which was acquired by TravCorp last June, is comprised of three primary brands: Sovereign Luxury Travel, Citalia and American Holidays.

"Having worked with these brands as an agent for a number of years, I’ve seen first-hand the quality of product and support they offer to the trade," he continued.

"I’m looking forward to getting out on the road, meeting and supporting agent partners in driving sales and making the most of everything SHG has to offer."