Imagine Cruising is looking to partner with UK-based agencies this year in a bid to tackle incoming “headwinds in distribution”.
Robin Deller, chief executive at the Swindon-based specialist, said he believed the “hurdle” could be “mitigated through great relationships within B2B retail” over the coming years.
The dnata brand forged a partnership with Australian agency Helloworld Travel in May last year, which Deller said had proved successful.
He explained: “We’re excited that this partnership with a B2B retailer has exceeded our expectations, which were quite aggressive.”
He described the learnings from the tie-up, which led to the Wiltshire-based company expanding its trade team in Australia, as “significant”.
Deller added: “It has given us the opportunity to think about how we could bridge the proof of concept over here in the UK, where we’ve got a stronger brand.
“We definitely see 2025 as an opportunity to initially understand the landscape of retail over here and see who’s interested in working with us.”
He stressed the company would not “go out to everybody” but would instead adopt “a sensible approach” of selecting several key partners which they can “give 100% to”.
Deller wants to have forged partnerships with “a number of retailers” in the UK by this time next year, with the aim of getting to “a position that adds value to both parties”.
In an interview with Travel Weekly in 2023, Deller unveiled plans to explore the UK business-to-business market and expand into the US market.
He now anticipates a launch in the US in April or May this year, with an office due to open in Orlando.
In the US the specialist will look to trial different length itineraries, with 14-day cruises to cater for shorter holidays, in addition to its portfolio of longer trips.