Geopolitical uncertainty across the US, the Middle East and parts of Ukraine and Russia should be viewed as an opportunity rather than a hindrance for the UK travel trade, according to Imagine Cruising CEO Tony Roberts

Speaking exclusively to Cruise Trade News, Roberts acknowledged that global tensions would “naturally have an impact” on consumers’ willingness to book holidays.

However, when concerns arise around safety and booking security, customers often turn to experts for support. “For the demographic which loves to cruise in particular, going to some of these bucket list destinations – regardless of the issues –  is still appealing, even more so when somebody is taking care of all elements of the holiday,” Roberts added.

“Particularly where there’s a bit more uncertainty, people don’t want to be on their own or making their own arrangements, as they want someone to take care of that and to be responsible for making sure their holiday is delivered in the way they expect it to be. I think sometimes that bit of uncertainty actually helps drive bookings, or at least makes guests seek a bit more certainty in their holiday choices.”

He continued: “It also opens up an opportunity regarding the destinations people travel to and the experiences we can offer. When people step away from some of the mainstream destinations, they discover places they may never have considered before.”

Roberts’ comments came weeks after he took the helm of Imagine Cruising. Looking ahead, Roberts identified opportunities in the parts of the world that the company is experienced in. “We tend to depend on the markets that we’re selling in, so we’re having lots of success in Asia, in South America, Australasia, and continue to see opportunities within those regions of the world, and a lot of appetite from our guests to really do those bucket list experiences,” he added.

A key focus of mine is bolstering and growing the partnerships we have with cruise lines, land operators and airlines

“We have a really good business which is well established, so my aim is to continue doing those things well. Within that, a key focus of mine is bolstering and growing the partnerships we have with cruise lines, land operators and airlines. How do we continue to have that strategic and future planned approach and continue to grow the business?”

Roberts also noted an increase in demand for cruise and rail packages, as well as guests “looking for more” from their cruise holidays. Last year the company launched in the US for the first time, which Roberts identified as a “significant” growth opportunity.

“We will also continue to grow our capability in various areas of the business. We’ve grown our B2B function to a team of six in the UK and we will continue to lean into areas where we see a growth opportunity for the business,” he added.

Roberts didn’t discount the idea of expanding into more markets in the future, but said the business is “always on the lookout for opportunities” to expand.