Clia UK & Ireland today welcomed technology provider Amadeus as its latest member as it seeks to encourage more agents to book cruises.

Amadeus has been delivering technology solutions to the UK cruise industry and cruise sellers for almost 15 years.

The company is looking to maximise what it sees as huge potential to grow cruises sales and revenues and plans to make selling cruise more accessible to non-specialist agencies.

UK and Ireland managing director Diane Bouzebiba sad: ““As a champion of travel agency distribution, Amadeus has been at the forefront of developing user-friendly booking solutions to help travel professionals meet the growing popularity of cruise holidays.

“However, the challenge is how to entice the nine out of 10 traditional land-based holidaymakers to experience the many benefits of a cruise.

“That’s why our latest technology caters not only to cruise specialists but to the more generalist travel agents too.

“Our partnership with Clia is based on a shared vision to equip travel professionals with both the know-how and tools needed to sell cruise at every opportunity.”

Clia UK & Ireland director, Andy Harmer, said: “Cruise holidays offer guests an exceptional experience with some of the finest dining, entertainment, enrichment and personal service available of any holiday type, and all combined with visits to some of the most inspiring and beautiful destinations on the planet.

“A tremendous amount of work is being done to communicate to travel agents that a cruise is a viable alternative to land-based holiday and I’m delighted that Amadeus is joining Clia to further this message.”