Group chief executive Phil Nuttall told TTG the “open all hours” Southampton Cruise Centre site would enable customers to book cruises released in the early hours of the morning and during peak periods.

P&O Cruises, Princess Cruises, Cunard, Celebrity Cruises, Royal Caribbean International, MSC Cruises, Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas Cruises have all added their products to the site, with more waiting to join the venture according to TVG.

“This has been a project we have been working on for several months to ensure our family business remains relevant to our current guests and to those we are looking to attract to our brand,” said Nuttall.

“With more people comfortable transacting higher-value products online, we simply have to be in this arena. The cruise lines are telling me that I am missing half the market."

Southampton Cruise Centre was named the UK and Ireland’s top cruise agency at the TTG Top 50 Travel Agencies 2023 ceremony in April.

Nuttall added: "The hours that we do not work, like on Christmas Day or Boxing Day, is when the site will facilitate bookings. It helps that Southampton Cruise Centre has been around for around 15 years and this is not a new brand entering the market.

"Hopefully, this is a win-win situation for everyone involved."