Audley Travel has established a cruise division to increase the range of cruising holidays it offers to clients in the UK and US.

Sean Atton moved from Trailfinders – where he had worked in product and sales roles for 16 years – to begin work on the project in February.

As global cruise manager for Audley, he has been increasing the number of cruise line partners, developing the product offering and building a team within the luxury operator to deal with enquiries from clients.

The operator will launch its new cruise division in September, supported by a marketing push to clients – and then it will work with the trade.

Atton said Audley already sells cruises, mostly in the expedition market for clients seeking holidays in destinations such as Alaska and Canada.

“The business identified an opportunity to grow cruise – specifically an opportunity was seen in the global ocean cruising arena, so that’s where the main part of our focus will be initially,” he said.

A marketing manager for cruise has been recruited to drive marketing strategy, and the new team member will be revealed nearer the launch date for the new division.

“We will also have a sales team in place to field those cruise inquiries as they come through,” he added.

“They have been given all the training, resources and knowledge they need to handle those leads.

“They will be looking at the more global proposition in the areas that are new for us.”

Asked about the role of travel agents, he added: “It will be something that we look to work with the trade on.

“We’re still looking at defining what that looks like. That comes a little later, after the main launch.

“They definitely will be [involved], and it’s definitely something that is going to be happening.”

Atton said the strategy will include weaving cruises into tailor-made land-based itineraries, “adding complexity…which will allow clients to get the best of the destinations”.

“It gives them something new when it comes to the holiday overall – whether it’s a place that’s difficult for them to travel to by land, or it takes too long, or the level of comfort they want isn’t particularly there for a land-based holiday…or even in situations where there are availability issues with land and a cruise is looking like a good alternative, such as with Japan, which is so popular in the cherry blossom season.”

Commenting on overall travel trends, he said: “We are seeing good numbers coming out of India, Canada, Japan, the US and South Africa.

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