TravelSupermarket and icelolly.com owner Ice Travel Group is to collaborate with Cruise Critic to expand its coverage of the growing sector in time for wave.
Customers will be able to compare millions of cruise deals via a dedicated cruise hub.
The new hub will appear on both of the company’s websites and provide customers with informative content, advice and tips, curated cruise deals and discounts.
Ice Travel Group commercial director Stuart Barrett said: “The team are delighted to be launching our cruise hub in time for the peaks and wave season.
“This has been an ambition of ours and while we have always sold cruise holidays, as part of the package holiday product mix, this new solution provides customers with a dedicated cruise hub perfect for both those new to cruise and cruise fans to find the perfect holiday.
“With Ice Travel Group being the home of package holiday travel comparison, it made complete sense and we are perfectly placed to offer this holiday type to our customers.
He added: “This provides a huge opportunity for both cruise lines and agents. In 2024, we will have delivered in excess of 42 million package holiday searches to our partners.
“Suppose we can influence the booking decisions of a proportion of this audience to try a cruise holiday instead. In that case, I really believe we can be a very important distribution channel for our cruise partners.
“Partnering with such a trusted and established consumer facing cruise brand like Cruise Critic was a natural fit as our platforms are aligned.
“Initial conversations with our cruise partners have been well received, so I’m looking forward to growing the UK cruise passenger numbers together in 2025.”
Cruise Critic global sales director Stuart Hoare said: “We believe this partnership will open doors for the British public to consider cruising when looking for their perfect holiday.
“Together, we are set to redefine and deliver a high-quality cruise search experience for the extensive network of users already using TravelSupermarket and icelolly.com.”