The Salford-based web and call centre business was bought by the OTA for an undisclosed sum last week, marking Dreamlines’ first foray into the UK market.
Dan Townsley, Cruise1st chief executive, told TTG the investment would facilitate an “aggressive growth strategy” for the brand in the coming years.
“This deal isn’t an exit strategy for me,” said Townsley, who was approached by Hamburg-based Dreamlines over a possible sale a year ago.
“We are still so passionate and want to take things to the next level,” he added. “And now with Dreamlines coming in, we’ll be competing with the big boys even more.”
Cruise1st opened its first “interactive and immersive” cruise concept store in Salford in January, which Townsley said had turned over £1.5 million in its first four months.
He revealed the agency had potentially found an area for a second premises, but was still considering an exact location.
“It took us a little while to get the flow and feel for the first store, but now we’ve got the template we just need to find the perfect location.
“Our aim is about attracting new-to-cruise customers… 75% of customers coming in store have never booked with Cruise1st before.”
Together, Dreamlines and Cruise1st claim sales of more than €320 million – a figure expected to rise to more than €400 million this year, making Dreamlines the largest specialist online cruise agency outside the US.
As part of the acquisition, the Cruise1st brand, its 180 staff and its Manchester headquarters will be retained.
