The programme builds on the launch late last year of cruise-only holidays with Celebrity Cruises, Norwegian Cruise Line and Royal Caribbean International. MSC Cruises is listed as another supplier alongside Celebrity, NCL and Royal.
It follows On the Beach's decision to shutter its B2B Classic Collection brand. Former Classic B2B director Si Morris-Green has stayed on with the OTA to lead its cruise division as Director of Cruise.
On the Beach's programme will feature an initial 40 fly-cruise and stay packages across 12 cruise brands. Destinations include the Mediterranean, the Far East and the Caribbean, and packages can be tailored with pre and post stays. Deposits start from £19pp and packages feature flights, transfers, hotels and baggage as standard.
Posting to LinkedIn, Morris-Green said: "After a few weeks of hard graft and [with] the incredible support of our fab team, we’re excited to launch our fly-cruise and stay proposition.
"Another fantastic milestone on our cruise journey and a great achievement for our team. A huge thank you to the team for their hard work, dedication, and collaboration in making this happen. Here’s to the next chapter and many more successes ahead."
Other lines listed the OTA's cruise website include Ambassador Cruise Line, Azamara, Celestyal, Cunard, P&O Cruises, Princess Cruises and Virgin Voyages. It also offers sailings onboard Viking ships branded with a "Not just On the Beach: Cruise" logo.
A one-night Lisbon and 11-night Canaries, Spain and Portugal cruise over 8-20 November onboard Norwegian Star leads in from £1,029pp while a one-night Barcelona and 14-day cruise from Barcelona to Orlando and the Bahamas over 31 October to 15 November onboard Norwegian Epic starts from £1,169pp.
The only Far East package currently listed is a two-night Singapore stay followed by an 11-night Singapore to Hong Kong cruise calling in Hanoi and Ho Chi Minh City, also featuring a two-night stay in Hong Kong. The cruise onboard Norwegian Jade leads in from £2,999pp.
Back in November, On the Beach said it had an opportunity "to enter and disrupt the UK cruise holiday market", describing it as a "compelling opportunity to further increase our share of a customer's holiday wallet" with potential to attract "new and existing customers".
"Cruise represents one of the fastest growing segments of travel, with supply underpinned by new ship launches and increased demand from younger demographics," it added.
