Audley Travel is launching a new cruise division to enhance its offerings in the UK and US markets, anticipating a significant expansion in cruising holidays.
- Global cruise manager Sean Atton, formerly of Trailfinders, has been pivotal in forming partnerships with cruise lines and expanding the product range.
- The new division will officially launch in September with an intensive marketing strategy to captivate existing and new clientele.
- Audley intends to integrate cruises into bespoke itineraries, enhancing travel experiences by offering unique and complex journey options.
- Despite economic challenges, the demand for luxury travel is robust, with strong growth expected to continue into the cruise market.
Audley Travel has announced the formation of a new cruise division, aimed at broadening its cruising holiday offerings for UK and US clients. The company is set to launch the division in September, ready to capture interest with a robust marketing campaign.
Sean Atton, appointed as global cruise manager, has transitioned from his previous role at Trailfinders to spearhead this new initiative. His primary tasks include partnering with cruise lines, enriching the product offerings, and recruiting a specialised team to manage customer inquiries.
The strategy involves a strong marketing push to inform potential and current clients about the new offerings, initially focusing on the global ocean cruising sector, which is considered an area ripe for expansion.
Audley’s existing portfolio already includes expedition cruises to destinations like Alaska and Canada, but they see an opportunity in the ocean cruising market to expand further. A marketing manager specifically for the cruise sector has been recruited to drive these efforts.
The new cruise division plans to integrate marine travel into tailor-made land-based itineraries, enhancing the travel experience by providing unique routes and options. This integration is aimed at destinations difficult to access by land, or where the convenience and luxury of a cruise present a superior alternative.
Atton has indicated a clear intention to involve travel agents in this new venture, acknowledging that partnerships and collaborations will be crucial following the main launch. The exact nature of these collaborations will be refined post-launch.
The company also plans to introduce this initiative to the US market, which has so far responded positively. This expansion indicates Audley’s strategic growth and adaptability in the competitive travel industry.
Despite current economic challenges, including cost-of-living increases, Audley Travel reports resilient demand in the luxury travel sector. Strong interest is seen from regions including India, Canada, Japan, the US, and South Africa.
The new cruise division positions Audley Travel for significant growth in the luxury cruise sector, leveraging its expertise to offer enriched travel experiences.
