Judges said: “Never content to stand still, Celebrity is constantly investing in its innovative product offering, from its stand-out itineraries to unique onboard experience, and is a true leader in the premium cruise sector. This submission showcased a keen focus on building and maintaining valued trade relationships, with ongoing agent feedback helping shape plans. A novel approach to training, new ways of supporting trade partners’ consumer events and immersive ship visits and fams all stood out. The entry showcased how diversity and inclusion are woven into Celebrity’s DNA, and strong statistics highlighted the line’s incredible business performance and high levels of guest satisfaction in this extremely competitive field.”

Judges said: “After an exceptional year of trade engagement, and with sustainability embedded into company operations and culture, Quark is taking luxury expedition cruising to bold new places. Having expanded its fleet with the arrival of new World Voyager and achieved an impressive increase in repeat guests, the line shared a well-evidenced entry backed up by strong statistics. The brand’s focus on responsible travel, with innovative accessibility initiatives, and in particular its enhanced Citizen Science and conservation programmes, shone through in a competitive field.”

Judges said: “AmaWaterways delivered a brilliant, all-round entry, with clear evidence, strong statistics and results. Its pioneering launch on Colombia’s Magdalena stood out as a genuine industry innovation, opening up an entirely new destination and experiences for travellers who may not otherwise have considered it. Trade support was exceptional, with extensive events, ship visits, incentives and giveaways. Strong year-on-year growth and repeat booking rate, coupled with an inclusive workplace culture made Ama a deserving inaugural winner of this category.”

Judges said: “Carrier wins based on its exceptional clarity of purpose, innovation, and agent-first business model. The brand also demonstrates an authentic approach to sustainability, clearly opposing unethical practices and supporting meaningful community and charitable initiatives. Strong, practical inclusivity examples stood out too, including accommodating complex needs such as kosher catering in Cape Town, alongside credible accessibility case studies. Business performance was described as phenomenal, with rising average booking values and a strong strategic direction, while protecting agent relationships in a transparent market. Carrier’s luxury product was also clearly category-leading. Ultimately, Carrier's exemplary trade relationships secured this win."

Judges said: “Inside Travel takes this award thanks to a strong, well-rounded performance across inclusivity, business, luxury product, and trade relationships. The company's clear workplace and guest-facing inclusivity practices, well-documented training, consistent policies, and strong internal structures were praised. Business performance was robust, with rising passenger numbers, higher average booking values, and strategic investment in technology and trade. The luxury product impressed through destination offices staffed by local experts. Trade relationships were excellent, showing great engagement and business growth through the channel, demonstrating operational strength and effective partner management."

Judges said: “Domes stood out for its exceptional pace of luxury innovation and one of the strongest trade-focused strategies we’ve seen in the market. The group delivered four distinctive openings in just one year, each clearly differentiated and seemingly aligned with evolving luxury traveller demand. Particularly impressive was Domes’ deep commitment to the travel trade, with the majority of sales driven through agency partners, supported by significant investment in training, tools and high-touch engagement. Sustainability, community impact and inclusion are embedded across the portfolio, backed by recognised global certifications. This is a brand demonstrating confident growth, creative leadership and a clear understanding of what modern luxury truly looks like.”

Judges said: “It was hard to see what else Grecotel could have put into this submission, showcasing how an exemplary brand can take a philosophy of a family business delivering hospitality with heart and scale it with aplomb. Grecotel has hit record-breaking UK sales growth yet still manage to deliver a deeply personal touch across 40-plus hotels and 7,000 staff. This was also apparent when it came to the trade - with more than 300 agents hosted, the launch of the Grecotel Elite portal, and 24/7 personalised support ensured advisors felt valued and empowered. Beyond performance, Grecotel stands out for its celebration of Greek culture, deep evidence of how it champions sustainability, also taking guests along on the journey. This hotel group leads with soul, passion, and genuine warmth.”

Judges said: “Carrier’s trade team doesn’t just support agents: they seem to transform them. The team deliver high-touch, high-impact initiatives like The Retreat, boosting attending agents’ sales by 47% year-on-year, and Alchemy, a business accelerator blending coaching and mentoring. Their training, digital assets, and bespoke co-branded campaigns empowered hundreds of agents to win complex bookings, while immersive fam trips, Supper Clubs, and Flex+ out-of-hours support ensure agents feel valued, connected, and inspired. Carrier’s approach is holistic: education, engagement, and empowerment wrapped in second-to-none service, Their blend of strategy, innovation, and human care is truly category-defining, setting the benchmark for trade support.”