Online cruise portal Dreamlines has entered the UK market with the acquisition of 100 per cent of the share capital of Cruise 1^st, a UK-based cruise specialist.

Dreamlines has operations in Germany, Switzerland, Austria, Australia, the Netherlands, France, Italy, Russia, Brazil, and the USA. The value of the transaction has not been disclosed.

Felix Schneider, Managing Director of Dreamlines, said: “Entering the UK, the world’s 3^rd biggest cruise market by volume, is an important milestone within our global strategy. We are expanding our role in the market and will strengthen our position as the cruise OTA with the widest global footprint. Cruise 1^st enables us to offer our customers even more unique cruise holiday products and will grow our operator business, a key factor for our future success.”

As part of the deal, the companies will streamline distribution channels, to target customers more efficiently. Cruise 1^st will also transfer 180 employees, creating a 400-strong global team of the Dreamlines group.

The combined GMV of all brands including Cruise 1^st in 2017 was more than €320 million. In 2018, the Dreamlines group expects a global GMV of more than €400 million, and will be the largest cruise OTA outside the US market.

Daniel Townsley, CEO of Cruise 1^st said the deal was “too great to overlook”. He added: “Combining a hugely successful global OTA with our own proficiency and database of customers in the UK, Australia, and Singapore will drive higher sales volumes and margins and deliver huge growth for the business.”