These moves see Helen Carter take up the new role of Europe destination product manager this month, while partnerships marketing executive Stephanie Clayton has had her remit expanded to include European partners.

The increased focus on the short-haul market comes after Gold Medal saw 50% more agents booking European packages this year compared with 2024.

During this period, the number of room nights booked in Europe has risen by 120% year-on-year, with the average booking value also up by 15%.

Greece has been the top-selling destination in Gold Medal’s Europe programme this year, followed by Spain and Italy.

Gold Medal was this week named UK & Ireland Travel Company of the Year at the Travel Industry Awards.

Simon Applebaum, the dnata-owned operator’s managing director, said: “Gold Medal is known to agents as being a leader in long-haul travel. However, over the last 12 months, we have been working hard to develop a more substantial and trusted European programme too to open even more possibilities for our agents.

"With more product being made available and increased training across our teams, agents started to trust us with their short-haul enquiries and the figures speak for themselves.”

Gold Medal’s expanded team of five trade partnership executives have also been promoting the growing Europe product on their shop visits and calls.

Currently, the operator’s European programme includes more than 10,000 hotels and resorts, alongside scheduled and low-cost airlines, which can be booked online or via the call centre.