Travelbag's stores in Cobham, Harpenden, Marlow, Winchester, Solihull, Cheltenham and Knutsford will all be jointly branded with Imagine Cruising.
Solihull will become the co-branded branded store in October, with the rest of the network to follow.
Imagine said the jointly branded stores open up cruise and stay holidays to Travelbag's in-store customers, while giving Imagine Cruising customers access to Travelbag's tailor-made trips.
Both brands are part of Gold Medal parent dnata Travel Group and will continue to operate as they do now, with their existing teams and processes unchanged.
Travelbag Managing Director Nicola Richardson (right) will join Imagine Cruising's senior leadership team and report into Tony Roberts
Travelbag customers will also be able to draw on the support of Imagine Cruising's concierge team throughout their booking, post-booking and travel experience.
Nicola Richardson, Travelbag Managing Director, will continue to lead the brand and will join the Imagine Cruising Group senior leadership team. She will report into Imagine Cruising Group Chief Executive Tony Roberts.
Roberts said: “Bringing Travelbag into the Imagine Cruising Group is an exciting step for us. It strengthens our UK business considerably, while also adding a real boost of tailor-made experience to our offering. We’re looking forward to this next chapter together.”
Richardson added: “Our customers have always come to us for expert, tailor-made advice, and joining the Imagine Cruising Group gives us even more to offer them. It makes such sense, and we’re all really excited for the opportunities ahead."