Advantage Travel Partnership agrees exclusive partnership with Imagine Cruising

The Advantage Travel Partnership has agreed an exclusive partnership with Imagine Cruising.

The move is “the first step” in the consortium’s strategy to “significantly expand” its portfolio of cruise products and marks the specialist operator’s first B2B agreement in the UK.

Director of cruise Jonny Peat said: "This is a major coup for us as it represents an unprecedented B2B partnership for both us and Imagine Cruising.

“Our Latitude Cruise community has been asking for access to differentiated holiday product, and that is exactly what we have secured through this new and exciting partnership.

“Imagine’s portfolio is full of bucket-list, adventure and destination-led itineraries, and this new exclusive partnership in the B2B sector will significantly enhance and bolster our offering to members."

He added: “This really speaks to our aim to try and draw in those yet-to-cruisers who have requested a particular destination or have a particular interest in music or ballet, which is where Imagine can tap into lifestyle holiday choices.

“We’re expecting big business and it’s a real extra benefit for our members.”

Speaking to delegates at the conference, Imagine Cruising strategic change manager Carl Burrows said: “We are stood in front of cruise specialists who have fantastic relationships with the cruise lines and our remit is not to ruin that, but complement it.

He added: “We welcome your feedback of how we can work with you, build these unique products and offer a unique experience.”

Earlier this year, Imagine Cruising appointed former Princess Cruises boss Tony Roberts as it prepared to start selling packages through agents for the first time.

Read more: Imagine Cruising targeting UK trade partnerships in 2025