A 5,000 sq ft cruise superstore is to be opened by Cruise 1st in Manchester.
The new concept store is due to open in the first quarter of 2017 in the Lowry Outlet Centre in Media City.
The giant outlet will aim to educate new to cruise customers with interactive technology.
Cruise 1st managing director Daniel Townsley said: “We are trying to differentiate ourselves from our competition.
“Specialist concept stores are on the rise and we anticipate this to be the first of many for us.
“The north-west has a large demographic for cruises and research shows that people will travel some distance to get specialist knowledge.
“We aim to make the new store educational, comfortable and an environment where technology and virtual experiences will give our customers a more richer experience that no other travel agent selling cruise can offer.”
The store will complement the agency’s TV Cruise Channel, online and print media and aims to attract first timers to cruise.
“We feel the Lowry shopping centre is the perfect location for our new store,” said Townsley.
“Our excellent long-standing relationship with [centre owner] Peel Holdings and their recently announced investments of £13 million in the Lowry Mall and £1 billion in Media City creates a fantastic opportunity for Cruise 1st to raise the bar for the customer’s cruise buying experience, and to capitalise on the rapid and ongoing development of the retail and leisure environment and changing demographics.”