The campaign includes a short documentary which details why more than two million Brits are expected to take a cruise holiday this year, featuring BBC presenter Zara Janjua.

The move comes after the firm saw cruise bookings triple since 2019. Up until September 2022, cruise made up nearly 12% of the brand’s overall business.

The uptick in sales, NJT said, comes as a result of new customers, rather than existing customers switching from land to ocean-based holidays.

Paul Harrison, co-founder of Not Just Travel and its recruitment arm The Travel Franchise, said: "We’ve tapped into a whole new market. Recent rapid growth is the result of us simply increasing our focus on cruise."

The 17-minute travel documentary titled Why Choose Cruise? was filmed during Not Just Travel’s first-ever Seminar at Sea in September, which saw more than 200 agents take part in seven days of training onboard Norwegian Cruise Line’s new-ship, Prima. 

"We continue to pioneer new initiatives and remain market-leading," Harrison added.

"This year, we chose to focus on cruise as a major lucrative market. It has proven to be a profitable success and we look forward to further amplifying this early success."