The duo behind the Swindon Travel Hub have placed their faith in the high street with the launch of their second retail store

Opening on 12 December in Cirencester, Premium Cruise and Tours will look to entice customers based in the Cotswolds on the lookout for luxury cruise and holiday packages.

The venture is spearheaded by directors Ashley Hunt and Shaun Jones, who opened their first high street store in Swindon in the summer of 2024 under the Barrhead Travel Group umbrella.

Speaking exclusively to Cruise Trade News, Jones said: “The timing feels right because more of our customers are seeking genuine expertise and reassurance when booking their holidays.

“With interest in premium trips and cruises climbing steadily, opening a second store allows us to meet that demand and serve a wider audience.”

Recruitment is underway for the Swindon Travel Hub and the new Cirencester location as the company looks to bolster its workforce with two-to-four additional team members.

“While some brands have retreated from traditional retail we are finding that our customers still prefer popping into the shop, having a proper conversation, and feeling confident about their choices,” Jones added.

“Cirencester’s a lively town centre making it a great place to offer that service, and we see plenty of potential in giving new customers a trusted local expert to talk to.”

It comes as the company reports a “significant increase” in enquiries for cruises, long-haul holidays, and tailor-made itineraries.

“Our customers tell us they appreciate our knowledgeable guidance and personal touch – something we pride ourself on delivering and will continue this approach in the new store,” Jones said.