Attraction World is taking on the cruise lines by offering a range of commissionable shore excursions.
Attraction World Cruise, which launched this week, aims to give agents an alternative to the “premium‑priced” trips offered by cruise lines.
It plans eventually to offer 3,400 shore excursions in 680 ports on 240 cruise itineraries on 17 ships.
Tony Seaman, group sales and marketing director, said Attraction World had been looking at offering shore excursions for the past three years.
He claimed Attraction World Cruise’s excursions would be 30%‑40% cheaper than those offered by cruise lines.
The excursions are being offered on Mediterranean sailings operated by Royal Caribbean, Princess Cruises, P&O Cruises and Celebrity Cruises.
“This is a chance for agents to start making commission on shore excursions,” Seaman said.
“Through the trade we are the market leader [in attraction sales] with 80% market share and we have grown the core business as far as we can.
“We have been looking at this for three years or longer and it’s a natural extension for us.
“It’s a well-known fact that the cruise lines charge a premium rate for shore excursions. It’s expensive and it’s a distressed purchase.”
He said the tours would be of a five-star standard and would be different to those currently offered in destinations. Private bespoke excursions will also be available.
Seaman added that prices would include entry to sites visited, a cost not always included by other providers. Attraction World is also looking to offer a luggage collection and delivery service.
Agents who book an excursion worth £100 or more will receive a £5 Love2shop voucher. To claim, email ilovecruise@attractionworld.com