Rowbotham has made an immediate impact after she was appointed Newmarket's first Trade Engagement Manager earlier this year as the operator looked to change how it communicates with travel agents via social media. She was formerly an Account Manager with the escorted touring specialist.

Newmarket's TikTok account has almost tripled in size over the past 60 days following a 191% spike in followers with 95% of its views coming from people who do not already follow the account.

Engagement is also running around 15% above typical TikTok benchmarks, according to Newmarket Holidays, while views of the operator’s trade-support Facebook page are up by 133% over the past 28 days.

Newmarket has also launched a trade-focused Instagram account from scratch, where the team are experimenting with video alongside more traditional static posts.

The new role was created to make the operator's agent-facing social channels more useful to its trade partners. Rather than using the platforms primarily to push offers, Rowbotham's remit is to build "two-way" engagement and provide content and support aimed specifically at agents.

Hayley Morris, Head of Trade Sales and Partnerships at Newmarket Holidays, said the change had "gone from putting out offers to actually supporting agents day to day".

"Investing in a dedicated role for trade engagement has changed how agents experience our trade agent-facing social channels," she said. "The growth in the first couple of months shows how much appetite there was for that – and there's a lot more to come."