Dale Sourbutts Launches New Travel Holidays

After more than 30 years in the travel industry, Dale Sourbutts, based in Burnley, North West England, is bringing his extensive expertise and personal passion for travel to a new venture.

After more than 30 years in the travel industry, Dale Sourbutts, based in Burnley, North West England, is bringing his extensive expertise and personal passion for travel to a new venture - New Travel Holidays.

Dale’s journey in the industry began at Althams Travel, where he spent seven foundational years in retail, developing a strong understanding of what makes a holiday memorable. But it wasn’t long before wanderlust took over. He spent the next three years backpacking around the world, gaining a new perspective on travel by experiencing it firsthand - far from the confines of an office desk.

On returning to the UK, Dale transitioned into the cruise sector, joining MyTravel and The Cruise Store, which later evolved into Cruise Thomas Cook. Over the next decade, he rose through the ranks to become Sales Centre Trading Manager, sharpening his skills in sales, operations, and cruise industry dynamics.

The next chapter of his career saw Dale take on a key leadership role at Cruise1st, overseeing operations across the UK, Australia, Singapore, and launching a BPO in Manila. His efforts culminated in his appointment as Managing Director - just as the travel industry faced its most significant challenge in living memory: the COVID-19 pandemic.

Navigating through the crisis, Dale made a deeply personal decision to step away from the industry to become the primary carer for his then 7-year-old daughter. What was intended as a temporary pause turned into a three-year journey of a different kind - filled with school runs, homework help, and cherished moments that full-time work had rarely allowed.

Now, Dale is back - with renewed energy and a new mission. Inspired by a casual night out with friends, he founded New Travel Holidays, a business built around flexibility, high-touch service, and a genuine love for creating extraordinary travel experiences.

At its core, New Travel Holidays is about putting people first. Dale is bringing back what he calls “old-school service”- treating customers the way he’d want to be treated himself. With a strong foundation in cruising and luxury travel - and a personal love for ski holidays - New Travel offers tailored holidays for every kind of traveller, from seasoned cruisers to off-the-beaten-path adventurers.

Looking ahead, Dale has ambitious plans. New Travel Holidays will grow into niche markets and invite self-employed homeworkers who value the freedom of building their own businesses while being part of a supportive team. Choosing to partner with Advantage Travel Partnership was a natural fit. Dale knew and respected the team, found their model simple and effective, and appreciated their genuine commitment to long-term success.

“It’s not just about getting you through the door,” Dale says. “It’s about building something together.”

With a career defined by operational excellence and a customer-first mindset, Dale Sourbutts is now bringing that same passion to his own business. Through New Travel Holidays, he’s reconnecting with the industry he loves - on his own terms - and helping others experience the joy of travel with care, insight, and heart.