The Voice of the Cruise Industry
Latest News

Hays Travel secures stake in ‘first-of-its kind’ cruise booking app

Hays Travel, cruise, Catriona Parsons, travel

Hays Travel Group has invested in what is thought to be the world’s first cruise booking app

Since its inception in 2022, My Kind of Cruise has amassed 303,000 users across mobile app, tablet, and web platforms – over half of whom are Millennials or Gen Z – with repeat bookings averaging at 46%.

The company markets its app mainly through social media and recommendations, and more than 58% of its bookings are from customers who are new to cruise.

Two Hays Travel directors – chief operating officer Jonathon Woodall-Johnston and finance director Ken Campling – will join the My Kind of Cruise board to support CEO Sefton Monk and his team with their business growth ambitions.

Dame Irene Hays said: “When we first met, we were so impressed by Sefton and his innovative approach – making the decision to invest in his growing business was the obvious next step.”

Monk added: “As a tech consultant and cruise fan, I had seen a gap for an app that would simplify and modernise booking a cruise for people in my generation, who are used to doing pretty much everything on their phone.

“In March 2020 I was wondering what to do with myself, so unable to make banana bread, I got cracking on the app. Two years later we launched, and the response has been incredible.”

Hays Travel to help My Kind of Cruise scale up operations

Monk said his ambition is to move beyond the UK cruise marketplace and diversify the brand’s product offering to appeal to all sectors of the public, including those new to cruise.

“To scale up well, we need access to experience, as well as financial support, and were impressed by the drive and ambition of the Hays team, who continue to grow and innovate in the travel arena,” he added.

“Partnering with Dame Irene and the Hays Travel team, including Jonathon and Ken was an easy decision; it’s the perfect opportunity to work with a business partner who can provide expert advice and guidance, whilst strengthening our reach via their long-standing and successful relationships with their river and cruise partners.”

It comes after Hays’ dedicated cruise team, Vista, smashed all booking targets for Q1, exceeding its original goal by nearly 50 per cent.

Sign In

Lost your password?