UPMARKET cruiseline Swan Hellenic claims it is benefiting from a surge in demand for long-haul holidays prompted by financial confidence among the grey market.
It claims sales are up by around 30% this year as a result of this trend, although it declined to reveal exact figures.
In comparison, the overall short-haul market is currently flat.
Sales manager Deborah Cowie said: “We are doing well and if you talk to people who are selling long-haul holidays they are doing well.
“But if you look at the bucket-and-spade cruise market, that is not doing quite as well. It is the upmarket customers spending the money at the moment.”
She said customers aged 50 plus with savings were benefiting from recent increases in interest rates.
The likelihood is that rates will continue to rise, which is giving people confidence about their personal financial situations, she explained.
Cowie said the growth in sales of cruising through the trade was also helping Swan Hellenic, which also has the advantage of being owned by a high profile cruiseline, P&O Cruises.
At present, half of Swan Hellenic’s sales are generated by travel agents but Cowie expects the trade’s share to increase this year.
“Agents are selling more cruises than ever before. They feel confident about selling cruising,” she claimed.
Swan Hellenic has a loyalty programme for agents, Swan Select, which has a membership of 26 companies that own a total of 160 outlets between them.
A further four companies are members of Swan Elite, which receive enhanced benefits.
“Swan Select has worked. Agents get special offers, improved commission and I see them more frequently,” said Cowie.