Advantage has announced a partnership with Imagine Cruising at its Latitude Cruise Conference, currently taking place onboard Princess Cruises’ Sky Princess.
The collaboration will provide Advantage members with access to Imagine’s entire portfolio, which combines cruises with land tours, luxury rail trips and premium hotels.
Currently, Barrhead Travel is the only UK agency to sell the predominantly B2C operator, after signing a deal with Imagine in August. However, Imagine Cruising Strategic Change Manager Carl Burrows said 80% of what Barrhead sells is exclusive to the agency.
He said he approached Advantage to suggest a partnership as he was keen to sell more of its product via the UK trade after working with one of the biggest Australian travel agencies, Hello World, for the past two years.
“Advantage is our first real cruise partner,” added Carl, “they are a chance for us to prove we can make B2B work.”
Jonny Peat, Director of Cruise at Advantage Travel Partnership 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.
“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.”
Jonny said it was ‘impossible to replicate’ some of Imagine’s product range, which offers whole-ship charters and includes themed cruises, such as opera or ballet, some of which go on sale up to three years in advance.
“This speaks to our aim to pull in those yet-to-cruise customers,” added Jonny. “It attracts those customers with a particular interest, such as opera; it taps into customers’ lifestyles.”
Imagine Cruising has put together a trade team of six, led by Sam Berry and Leanne Rudman, to support Barrhead and Advantage members.
“I’m not talking to any other agents [about partnership] at the moment, we have to prove we can make B2B work first,” added Carl.
