According to sources familiar with the deal, an information memorandum – a document that contains certain commercial information has been sent out in the last few days, with bids understood to be required by June 13.

One of the companies believed to be interested is ECI Partners, which took a majority stake in Amber Travel Group, the parent company of Great Rail Journeys, back in 2013. It has also invested in business travel agent Reed & Mackay.

ECI declined to comment.

Current owner Risk Capital Partners, which is chaired by entrepreneur Luke Johnson, is looking to net upwards of £50 million.

The most recent accounts for www.cruise.co.uk Ltd show that the company has grown substantially under its current owners.

Turnover rose by 64.6% to £30 million in the year the end of November, 2014. Operating profit increased from £1.4 million to £2.5 million.

Cruise.co.uk chairman Andrew Gardner told TTG the deal would enable the business to continue its fast-paced growth. “We’re looking to refinance and we’re looking for a new investor to take it forwards,” he said.

“All the management are staying, and it’s business as usual. We want to grow and expand internationally, and we’re looking for someone to come with us on the ride.”