Cubaism, which flew more than 20,000 passengers to the destination last year, had operated for 13 years as a B2C business but began working with agents earlier this month. It has now hired trade consultant Keith Lloyd to continue developing its relationships.

Lloyd said his aim was to help the operator learn about the needs of agents, after more than a decade of the company selling its products direct. According to Lloyd, Cubaism’s biggest strengths lie in the company’s “all round expert” staff and the “competitive” £15 rate it charges for visas to the country.

Cubaism is also due to finalise a full programme of product offerings and produce an accompanying brochure.

The London-based operator is additionally undergoing “major development” to its website to make it easier for travel consultants to use.

“At the moment there are still a few things we need to sort out, but once we do so then we can really get out on the road and meet as many agents as possible,” Lloyd told TTG.

“From working in the industry I can use that knowledge to suit agents’ needs, which means we’ll be able to look at business from both sides. We want [agents] to be loyal to us and we know that in order for them to do that we have to be loyal to them.”

Lloyd also added that the operator was “having talks” with a number of consortia to join as a supplier.

“We want to make as many agents consider Cuba as possible,” Lloyd added. “In the past people might have chosen Mexico instead but Cuba is really starting to open up and we want to offer something different.”