Peat joins the consortium from Celebrity Cruises where, since 2014, he had held a number of roles including regional sales manager and latterly, luxury business development manager.

Prior to joining Celebrity, Peat completed stints with Viking Cruises, Thomas Cook and Princess Cruises. He will take up the role on 29 April reporting to Advantage head of commercial John Sullivan.

Advantage members take in excess of £400 million in cruise sales annually, and the consortium is now looking to grow its share of the market.

“Jonny will be a strong addition to the team as we focus on growing our share of the cruise market moving forward," said Sullivan.

“With his extensive experience of the UK cruise sector and a strong profile across the UK travel industry, he will work closely with our network of cruise partners to further strengthen our cruise proposition for members as well as help us drive our overall cruise strategy through developing a robust and enhanced communications and events programme with our cruise champions.”

Sullivan added: "While cruise was badly impacted during the pandemic, the long-term growth prospects of the industry remain strong, and we want to be in a position to fully leverage the opportunities this will bring for members."