Cruise Luxe will sell tailor-made five-star and above ocean and river cruise experiences with business class flights, private chauffeur services, handpicked hotels, exclusive excursions and touring, VIP transfers and bespoke pre- and post-cruise stays.
Initially, Cruise Luxe will operate alongside Auria Travel using the company’s existing sales and support infrastructure. Markus Kendall-Young, Auria Travel Founder and Director, said he plans to expand the Cruise Luxe team as the brand grows.
Auria’s self-employed Travel Partners will also have the opportunity to market and sell through the Cruise Luxe brand. It will launch with “a handpicked collection of premium cruise partners across both river and ocean cruise sectors”, with more partnerships expected to be announced in the coming months.
“Cruise Luxe has been inspired by the world of premium luxury goods and experiences, where attention to detail, craftsmanship and personal service truly matter," said Kendall-Young.
“We wanted to create a brand that feels elegant, aspirational and deeply personal, whilst still retaining the warmth and human approach that Auria Travel has become known for.”
Cruise Luxe will operate alongside Auria Travel using the company’s existing sales and support infrastructure (Credit: Cruise Luxe/ Auria Travel)
Kendall-Young added: “Customers increasingly want every element of the holiday experience curated seamlessly around them, from the moment they leave home to the moment they return.
“That might mean private transfers, premium air travel, a tailor-made touring itinerary, a luxury rail journey, a boutique hotel stay or simply having one dedicated expert looking after every detail throughout the journey. That is exactly where Cruise Luxe sits within the market.”
Cruise Luxe will naturally “compliment” Auria Travel, said Kendall-Young. “Auria Travel will continue to offer a broad range of tailor made and mainstream holidays, whilst Cruise Luxe allows us to create a much more focused and specialist premium cruise proposition,” he added.
In April, Auria Travel decided to leave Protected Trust Services (PTS) and join Advantage Travel Partnership, Kendall-Young described as “a big step forward” for the agency.
"It allows us to scale with confidence while staying true to what makes Auria Travel different, our independence, flexibility and a genuinely personal approach,” he added.
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