First Class Holidays has revealed the launch of a tailor-made cruise brand as part of a new group structure.
First Class Cruise will offer long-haul, premium cruise experiences with tailored pre and post-itineraries to meet increasing demand.
It will be one of four distinct brands under the newly created First Class Travel Group, which will cater for separate segments of the market.
Its launch in April will include a printed brochure for the trade and a standalone website.
The other brands within the First Class Travel Group are First Class Holidays, which offers tailor-made, long-haul holidays; African Pride, a tour operation specialising in Africa and the Indian Ocean; and Knighton Reeve, a dedicated concierge service.
African Pride and Knighton Reeve were both recently acquired by the tour operating group.
Each brand will retain its separate identity under the new structure but tap into the company’s shared expertise and service under the First Class Travel Group umbrella.
Group chief executive Daniel Gathercole, who was previously managing director of First Class Holidays, said: “This rebrand represents our vision to establish a leading force in the long-haul tailor-made travel sector.
“By bringing together our established brands and introducing the exciting First Class Cruise, we are enhancing our ability to offer premium, tailor-made experiences across both land and sea to our dedicated agent partners.”
He added: “First Class Cruise has been launched as a standalone brand for personalised cruise experiences, dedicated to high-end cruising with bespoke ground arrangements to cater for the growing demand we have seen.
“After months of development, we are excited to officially launch First Class Cruise in April, complete with a printed brochure and an inspiring website.”
Gathercole said the recent acquisitions of African Pride and Knighton Reeve, which he described as highly regarded in the luxury African travel sector, would further strengthen the group’s position in the high-end market.
A digital version of the new First Class Cruise brochure is available ahead of its distribution to agents.
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