SuperBreak’s UK and international sales director Jane Atkins is to depart the business at the end of March after five years with the short break specialist.

Graham Balmforth will continue his role as national sales manager, supporting the travel trade with the SuperBreak team and reporting to Hugo Kimber, executive chairman.

Atkins said: “Five years ago we made the decision to differentiate SuperBreak from the bed banks and OTAs, by concentrating on the ‘packaging’ of short breaks, thus moving away from hotel only.

“Today we are in a position where more than half of our short breaks have two or more components. We made a decision to de risk our London reliance, and whilst the London volumes are broadly the same, it is now only a third of our business, with overseas sales volumes growing significantly.”

“I am confident that I am leaving the business in great shape with an omni–channel marketing campaign close to launch, for which I have been a huge advocate, and from which the travel trade will most certainly benefit.”

Kimber said: “I am very grateful to Jane for her considerable contribution to the development of our products and trade relationships for SuperBreak. The launch of our new omni-channel campaign will certainly provide a positive boost to our trade partners, coupled with the roll out of new technology platforms to better showcase our products and make them more accessible.

“I am sad that Jane will not be a part of this new and exciting phase of SuperBreak’s development and expansion and I wish her well in her next role. Graham and our excellent team will continue to provide full support to our trade partners with the direct support of myself and our group directors.”