Broadway Travel has been appointed general sales agent for Pullmantur Cruises in the UK.

The partnership marks Broadway’s entry into the UK cruise market.

Broadway has appointed Andrew McKenna as head of cruise product, who will be responsible for the launch of Pullmantur cruise to trade partners.

New for 2014 are three night taster cruises and nine night cruises as well as the more traditional seven and 14-night holidays. Broadway plans to focus on Rome and Barcelona sailings on the Sovereign ship.

The company said: “Our approach will be slightly different in so much as we will be focusing the business through a small number of key trade partners, such as Jetline and Cosmos, who want to work with us in partnership arrangement which will be beneficial to both parties.”

Broadway will also be selling Pullmantur cruises through its own media channels and to its existing database of more than a million customers.