In her new position, Liu will oversee the Travelpack's nationwide team of Business Development Managers, driving strategic growth, expanding trade partnerships and boosting agency support across the UK.

Liu has worked for Travelpack since 2015 when she joined as a Regional Sales Manager. 

Her promotion follows a series of structural changes spearheaded by new Chief Executive Vishal Patel to streamline operations, accelerate response times for agents and scale up B2B support mechanisms.

This includes introducing white-label marketing tools, dedicated webinars for agents, and enhanced field sales coverage.

"It is an honour to take on the responsibility of leading our trade sales team," Liu said. "Our trade partners are the backbone of our success, and my focus will be on deepening these vital partnerships as well as developing new ones."

Travelpack, Liu added, is "committed to delivering unmatched value and service" to agents while ensuring they have all the tools they need to succeed.

'A crucial step'

Patel said: "As Chief Executive, my priority is optimising Travelpack’s internal structures to ensure we remain the leading trade-focused operator in the UK.

"Jenny’s promotion is a crucial step in that evolution. Having worked closely with our agent community on the ground, she understands exactly what travel agents need to thrive in today’s market."

He added: "Her leadership will empower our trade team, strengthen our B2B network, and ensure our 'customer is king' philosophy remains at the heart of everything we do."

In September, Travelpack expanded its sales team with two experienced hires to look after agents in the North, Scotland and Wales.

Business Development Managers Eleanor Eccles and Sarah Gill offer face-to-face regional representation, tailored training and bespoke marketing support to agents in their respective regions.