The boss of Hays Travel has praised the cruise sector after sales jumped 12 per cent in the last five years, but urged operators to have a better understanding of the different trade distribution channels

Speaking during the 2025 CLIA Cruise Forum at the De Vere Beaumont Estate in Windsor on Wednesday (17 December), Dame Irene Hays outlined how cruise sales for the agency have risen from 17 per cent to 29 per cent since the pandemic.

“Coming out of Covid, Hays Travel was still dominated by the short term market. So, at that point in time, cruise only was 17 per cent of our overall travel business, which was really small,” she told delegates.

“We soon realised we needed to have real clarity around our strategic priorities, including cruise, and as of December, cruise is now up to 29 per cent of our overall business.”

Dame Irene shared that the biggest area of growth within the cruise sector during the company’s most recent financial year (May-April) was from river cruise, which outstripped growth in the mainstream ocean sector. She further praised the expedition and luxury sectors for performing “better and better”.

“We changed our strategy so that even if a customer comes in asking for a land-based holiday, they have to be offered a cruise,” she continued. “And you would be astonished at how many people switch, because our sales people are trained to identify value by using comparative pricing models. Airfare costs are pushing customers towards cruise because it offers a better overall value proposition.”

However, Dame Irene raised concern over inconsistencies in commission payments based on different distribution channels. “I think [cruise lines] should be more understanding of the roles that the different channels of distribution play,” she said.

“It’s quite hard if the commission level varies across the different distribution channels. I think there’s a real opportunity there. Our homeworking division has just exploded and our Independence Group is growing, so I think there should be a level playing field.”

A panel discussion featuring leaders from across the ocean, river, luxury and expedition sectors responded to Dame Irene’s queries on distribution and commissions later in the afternoon.

Managing director UK and Europe for APT Luxury River Cruises, Paul Melinis, said the line works with “different partners in different ways”, and it wasn’t a “one size fits all” approach when it comes to commission payments.

Meanwhile, vice president of sales UK and Ireland for Oceania Cruises and Regent Seven Seas Cruises, Paul Beale, explained how the line pays a margin of commission on everything purchased during a cruise. “We try to think in terms of margins rather than straight commission,” he added.

P&O Cruises associate vice president of sales and distribution Ruth Venn highlighted how Carnival’s UK brands paid more than £100 million in commission to agents this year, while Celebrity Cruises’ UK and EMEA managing director Claire Stirrup explained how the line “works within a framework” when it comes to commission payments.

Nathaniel Sherborne, HX Expeditions’ senior vice president and managing director, EMEA, ANZ and global sales enablement, confirmed the line does pay agents the same level of commission, regardless of channel.

Earlier this year, Hays Travel expanded into the online cruise market with the acquisition of Victoria Travel Group Limited, the parent company of cruise.co.uk and Seascanner.

The purchase, for an undisclosed fee, is the agency’s seventh major takeover, and most significant, since it acquired Thomas Cook in 2019.

As part of the move, Chris Gardner, Victoria Travel Group chief executive, will continue to lead the business, alongside Carl Tromans, group chief financial officer, Tony Andrews, UK managing director, and Tom Reiter, managing director of Victoria Travel Group’s German division, Kreuzfahrtberater.de.