Speaking to TTG, the former Gold Medal sales director said more than 70% of Princess’s UK business currently comes through agents – which is a higher share than the line’s other global markets and a number Hughes aims to increase moving forward. 

"There’s a huge opportunity for those travel trade partners that don’t necessarily have cruise as the primary element of their businesses," he said.

"Organisations, such as Clia, have done a fantastic job to increase awareness of the market, but there is still a lot of opportunity with the rest of the travel agent community to grow their cruise output.

"Part of our strategy is working out how to work with more parts of the travel agent community, and this will continue to be a huge part of business for us which we will look to grow."

Hughes said Princess’s current sales team will remain the same and will "continue to service" all trade partners, but plans are in the pipeline for potential future additions. 

"I’ve come in at a very good time," he added. "The way the industry has been, I think we’re looking very much forwards, and given the current climate, I don’t think there’s been a better time for cruise.

"We have ships out of Southampton so there’s no aviation included, which we know has had a few challenges, but also, from a budgeting point of view, customers are getting great value from cruise full-stop.

"As we see the airlines getting a bit back to normal from 2023 onwards, it bodes well for the whole of the cruise industry."