The 14-strong team will look to improve knowledge of the different Tui products among third-party agents as the travel giant prepares for its 2024 summer season.
Five trade relations manager roles have been created, with team members based in Northern Ireland, Scotland, the Midlands, the North and the South of England, while a training and delivery manager role will also be recruited to support agents with their training needs.
The revamped trade team is due to be in place by the autumn and will be led by Andrew Isherwood, Tui’s head of trade relations.
Neil Swanson, Tui’s chief marketing officer, said: “As I step into my new role as CMO I knew that our trade relations team needed to grow to ensure our agent partners were getting as much from Tui as they could. Our newly formed team will cover the length and breadth of the UK to build relationships with those independent agents who are wanting to find out more about Tui products and how they can sell them to their customers.
The news follows comments from Richard Sofer, Tui’s UK and commercial and business development director, in June when he told TTG the company would be stepping up its drive to sell more holidays through independent agents as it seeks to “redress the balance” of recent years.
Sofer said he wanted to see more mainstream Tui sales go through third parties, following the lead of Marella Cruises, which has a higher share of sales through independent agents.
Speaking onboard Marella Voyager, Sofer said: "We recognise that if we don’t work with independent agencies we’re missing out on part of the market – and to be honest – part of the market that our competitors are working with. From a business point of view, it makes sense, from a relationship point of view it makes sense, from the customer point of view it makes sense.
"Now that we’re back in growth mode – with 1.1 million seats next summer and the additional capacity we’ve put into winter – it’s time to redress that balance."
Swanson added: "Developing these new relationships, as well as nurturing our existing relationships, will allow us to better understand our valued trade partners and how we can support them. We believe we have holiday options for everyone, from all-inclusive beach holidays to hotel only offerings, city breaks and cruises down the Nile and look forward to further sharing these with our independent agent partners and their customers."
