Trafalgar chiefs outline trade plans for new cruise arm

Dedicated agent fam trips and special trade discounts will be made available as Trafalgar acts to raise the profile of its entry into the river cruise arena.

 

Kelly Jackson, EMEA managing director and senior vice president sales for parent group The Travel Corporation (TTC) Tour Brands, revealed the UK trade would be targeted with seven fam trips for six agents each in addition to deep discounts of up to 60% for agents and their partners to experience the new offering.

 

An initial two ships chartered from sister brand Uniworld are making their debuts simultaneously on the Rhine and Danube this week, with a third joining on the Seine next year.

 

Newbuild vessels will be added from 2028-29, including one operating on the Douro river in Portugal, with an ambition to have a total fleet of 10 under the Trafalgar name by 2030.

 

The expansion is part of a half a billion dollar investment over five years into TTC following its takeover by private equity giant Apollo in 2024.

 

The group believes river cruise is a natural extension of Trafalgar’s long-established land tours and a key point of differentiation in an already highly competitive sector.

 

Melissa DaSilva, deputy chief executive and chief sales officer for TTC Tour Brands, in Amsterdam for the debut of the ship Trafalgar Verity, indicated that river cruise will represent roughly 20% of the business by 2029.

 

“The reason why Trafalgar came into the market this year was because clearly under new ownership we have an opportunity for some significant investment that we did not have access to previously,” she said.

 

However, she added: “We are never going to be Viking with 100 ships.”

 

DaSilva admitted that the Middle East conflict had a “significant impact” on its source markets in Asia and Oceania but capacity was already 80% sold for this year, so the organisation was shifting focus to 2027.

 

As result opportunities now exist to enable the company to attract agents on board selected sailings this year.