Cruise specialist cruise.co.uk has partnered with Not Just Travel to sell its cruise and stay packages through the UK travel trade for the first time

The expansion, the company said, comes in response to growing consumer demand and sustained interest from agents wanting direct access to cruise.co.uk products.

The new distribution channel, launched with immediate effect, will initially run exclusively through homeworking network Not Just Travel before opening to the wider trade at a later stage.

Cruise.co.uk’s cruise and stay proposition offers three holiday styles in a single programme. Customers can choose Tailor Made packages combining cruises with flights and hotels; Bucket List journeys; and Hosted European holidays featuring hosted sailings, added destination experiences and onboard events.

Tony Andrews, managing director of cruise.co.uk, said: “We’re thrilled to be opening up our cruise and stay programme to the trade for the first time.

“We’ve spent years refining these packages, which are designed to offer flexibility, incredible value and unforgettable itineraries, and working with Not Just Travel gives us the perfect platform to bring them to an even wider audience. Their expert consultant network, passion for travel and alignment with our customer-first approach make them an ideal launch partner. We know there is strong demand among agents for tailor-made cruise holiday options, and this is just the start.”

Steve Witt, co-founder of Not Just Travel, added: “We are proud that one of the UK’s largest suppliers in cruise has chosen Not Just Travel to launch this pioneering initiative, positioning us firmly at the forefront of the industry.

“This unique partnership brings a whole raft of unique packages and value to our network of travel consultants. Cruise.co.uk complements our current market-leading cruise offering, yet elevates it with exclusive packages such as theme park and cruise and escorted tour packages that you simply can’t source anywhere else.”

It comes after cruise.co.uk’s parent company, Victoria Travel Group Limited, was acquired by Hays Travel.