Hays Travel chief operating officer Jonathon Woodall-Johnston revealed the UK’s largest independent agency had seen a “slightly slower start” in cruise sales, but since launching its own dedicated cruise advert last weekend bookings have recovered. 

“The slightly slower start in cruise sales was a surprise, although that’s turning around now – we have seen an upturn in cruise bookings over the last two weeks,” said Woodall-Johnston. 

“There’s a huge choice of ships and itineraries to suit everyone, from couples to groups, single travellers, and families – and fly cruise to faraway places is increasingly popular.

"With our suppliers’ support, we have invested in training our agents, so they are equipped to be able to find the right ship and itinerary for their customers.”

Thorne Travel director, Shona Thorne, raised concerns about "a lot" of other agencies discounting family cruise packages. “We’re seeing a lot of families booking cruises, but the issue with family packages is discounting,” Thorne said.

“A lot of agencies seem to be discounting dramatically, which is something I’m not entertaining.”

However, Barrhead Travel, Not Just Travel, Travel Counsellors, Oasis Travel and tailor-made specialist Fred Holidays all said cruise was currently “performing well”.

’Double-digit growth’

“Cruise is performing well – luxury and river cruise sales are up by 26% and 65% respectively,” said Barrhead Travel managing director Nicki Tempest-Mitchell.

Travel Counsellors revealed cruise holidays are currently among its top five most-booked travel types, while Not Just Travel co-founder Steve Witt said the agency had seen “double-digit growth” in cruise so far.

Fred Holidays reported cruise bookings accounting for more than 60% of all sales during the first full week of January. Around 55% of its cruise bookings are currently for cruise and stay packages, 35% for river cruise and 10% for expedition cruise

Simon Oram, director of Sutton Coldfield-based The Travel Shop, added he was working on expedition cruise enquiries for 2026/27, but stressed: “They take a long time.”