Advantage Travel Partnership, the UK’s largest independent travel agent group, has officially launched its Cruise Collection 2025—a newly branded, multi-format cruise guide designed to support both travel professionals and consumers in navigating the expansive world of cruising. Featuring 26 of the world’s leading cruise lines, this guide stands as a cornerstone of Advantage’s commitment to strengthening cruise industry engagement in the UK market.
For travel professionals, the Cruise Collection 2025 acts as a dual-purpose B2B and B2C resource, offering not only an in-depth sales and training toolkit but also an inspirational catalogue for holidaymakers. Travel agents across the UK can leverage the guide’s detailed breakdown of cruise types—ocean, river, and expedition—to better serve both seasoned cruisers and those considering their very first voyage.
Bridging the Cruise Knowledge Gap
According to Jonny Peat, Senior Commercial Manager – Cruise at Advantage Travel Partnership, the guide is specifically designed to fill a well-documented knowledge gap within the sector, particularly for niche cruise products like luxury small-ship and expedition experiences. Speaking after the recent CLIA (Cruise Lines International Association) Conference held in May, Peat emphasized how the publication serves as both a frontline training manual and a customer engagement asset.
“This guide is both an inspirational brochure and a practical sales tool,” said Peat. “It allows frontline agents to truly understand the cruise partner propositions and offers customers the opportunity to explore new holiday ideas that may have previously seemed complex or inaccessible.”
Personalised for Agents, Engaging for Customers
A unique feature of Cruise Collection 2025 is its full personalisation capability. Advantage members can customize the publication with their branding before distributing it to clients, enabling them to showcase their cruise expertise while driving targeted marketing campaigns.
The guide includes a cruise comparison matrix, allowing users to assess the various cruise lines and identify the ideal match based on preferences such as budget, onboard amenities, destinations, and travel style. Whether travelers are seeking serene river journeys with AmaWaterways, grand ocean voyages with Princess Cruises, or rugged adventure with Hurtigruten expeditions, the guide helps decode the differences.
For consumer engagement, the magazine features a light-hearted yet insightful “Cruise Style Quiz,” designed to match readers with their ideal cruise experience. It also includes an infographic article titled “Six Reasons Why You Should Try a Cruise,” which aims to spark interest among travelers new to the cruise market.
Strengthening Supplier Relationships
The 2025 edition marks Advantage’s first cruise-specific B2C publication following its brand refresh and includes more participating suppliers than any previous year. This strategic move reflects the group’s focus on growing cruise as a key segment within its overall travel portfolio.
The guide will be distributed to a database of 50,000 customers and made available both in print and online. Notably, for the first time, Advantage will offer a digitally personalised version for members participating in its direct marketing programme. This feature allows agents to seamlessly integrate the guide into their email marketing, in-store consultations, and digital promotions.
Additionally, Advantage is equipping its members with a suite of social media and email marketing assets to promote the guide across their own platforms, ensuring cruise brands reach broader audiences through agent-led channels.
Cruise Sector: A Strategic Growth Area
The launch of Cruise Collection 2025 aligns with broader travel industry trends highlighting cruising as a rapidly expanding sector. The global cruise industry is expected to see record-breaking passenger volumes in 2025, with growing interest in both traditional and emerging cruise styles. UK travelers, in particular, are showing increased appetite for immersive, sustainable, and multi-generational travel—key attributes championed by the cruise lines featured in the guide.
Advantage Travel Partnership has identified the cruise category as a strategic growth pillar, with strong supplier relationships seen as vital to long-term commercial success. The Cruise Collection guide underscores this commitment, acting not only as a booking catalyst but also as a trusted reference for agents navigating an increasingly complex and competitive market.
“We know the cruise sector offers vast opportunity,” said Peat. “Our Cruise Collection provides members with the tools to identify, position, and sell a wide range of cruise products with confidence. This guide demystifies the cruise experience and brings clarity and excitement to both agents and travelers alike.”
Looking Ahead
With Cruise Collection 2025, Advantage Travel Partnership is charting a bold course for UK cruise engagement. By combining education, inspiration, and marketing utility in one platform, the guide offers a fresh, consumer-friendly approach that aims to grow the cruise market while empowering agents to become true cruise specialists.
As UK consumers seek new travel experiences in a post-pandemic era defined by personalization and value, Advantage’s cruise strategy may well help turn the tide for those curious about life at sea.
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