Luxury cruise agent Panache Cruises has added more staff while reporting a record start to 2025.
Overall sales in January 2024 had been surpassed by the end of the third week of the month this year.
Sales have been strong all month with luxury ocean cruises being up by more than 60% over last year, long-haul river cruises have seen triple digit growth and expedition sailings are attracting exponential interest, according to the Chorley-based company.
The firm has expanded its team in the UK by five to 62 and by two in the US to 10 to meet demand.
The company is also investing £500,000 in additional office space at Strawberry Fields Digital Hub in Lancashire and larger premises in the US.
Chief executive James Cole, who founded the business in 2020, said: “Along with the rest of the travel industry, January is a massive month for us as we see it as a springboard to the rest of the year.
“All the signs are that January and February will be record months for us with people booking cruises all the way through to 2027.
“Although Mediterranean cruises continue to be popular we’re seeing a trend for people wanting to travel further afield and long-haul cruises are increasingly in demand, partly resulting in our average selling price surging by 29% to over £20,000 per booking on our ultra-luxury ocean cruises.
“We’re also seeing a growth in multi-generational bookings, with grandparents wanting to take their children and grandchildren with them to create experiences that will last a lifetime.”
Cole also revealed how the company was continuing to invest in the staff’s mental health and wellbeing.
“Last year we appointed Rhianna Latham as the company’s first head of people and culture and that’s really paying dividends,” he said.
“We recognise that January is a peak month so we’re checking in with staff and laying on free yoga, meditation and office games as our colleagues are our number one asset.”
Panache Cruises is targeting £100 million turnover by 2027-28 as part of an ambition to become the world’s largest seller of luxury and ultra luxury cruises by 2030.
Turnover grew by more than 50% last year to over £25 million.