Cruise sales surge as Barrhead Travel urges govt to back sector
Growth in year-on-year cruise sales has helped Scottish travel agency group Barrhead Travel near a third successive year of record business
This was one of the key findings from the 2025 Barrhead Travel Conference, which took place in Croatia at the Hotel Dubrovnik Palace from 28 September-1 October.
Opening the event, managing director Nicki Tempest-Mitchell reported that the agency’s overall cruise business increased by 12 per cent on the record-breaking volumes it posted in 2024.
The river and luxury cruise markets are performing particularly well, with 23 per cent and 41 per cent growth respectively.
“Our trading performance is thriving, and then some,” Tempest-Mitchell told delegates. “We’re on track for another record breaking year for sales, marking a third consecutive year. Our order book for 2025 is currently at 95 per cent.”
Tempest-Mitchell further outlined plans to launch the agency’s first consumer-facing app in 2026, and confirmed Barrhead’s previously announced brand refresh will begin rolling out in December 2025 in time for peaks.
“We’re people and retail first, but we’re bullish about investing in the very best technology. We must look to the future for our customers, and technology is key. We’re stepping up our commitment in how we work with our consumers,” she added.
Jacqueline Dobson, president of Barrhead Travel Group parent The Vacation Group, echoed Tempest-Mitchell, but assured delegates that progressive technologies such as AI will “never replace” human relationships.
Dobson also touched on challenges facing the cruise and wider travel industry. Geopolitical unrest in destinations throughout the Middle East remains a topic of concern for the organisation, but Dobson assured that Brits’ appetite to travel there hasn’t softened.
She also noted that despite “post-US election jitters” arising last year, desire to travel to North America hasn’t faltered as a result of the Trump administration.
Domestically, Dobson raised concern around the reduction in apprenticeship funding for travel and tourism courses across the UK. “Apprenticeship funding has evaporated, and in Scotland it is virtually non-existent,” she said.
“We’re fortunate to have in-house programmes, but it is simply not enough. It’s been my priority, and privilege, to speak on our behalf with the first minister of Scotland and Westminster to share my concerns.”
Despite Barclays again reporting ongoing growth in travel agent spend in 2025, Dobson highlighted that policy and government structure is yet to recognise the importance of outbound travel to the UK economy. “Our high street is in desire need of investment – around one in seven stores across the UK lie vacant,” she added.
“There is untapped potential with travel business wanting to upgrade and expand their presence on the high street, but there are layers of political red tape stopping this from happening.”
The conference also heard panel discussions on how to power performance in the peak season, create standout journeys for consumers and the correct way to sell and promote holidays to travellers with accessibility needs.
On day three of the event (Tuesday 30 September), agent delegates will join matchmaking sessions to learn more from the agency’s supplier partners.
