Imagine Cruising
- Company typePrivate
- Founded2011
- HeadquartersRoyal Wootton Bassett, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
Imagine Cruising firmographics
Firmographics- Name
- Imagine Cruising
- Legal name
- Imagine Cruising Limited
- Website
- https://imaginecruising.co.uk
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Imagine Cruising industry classification
Industry- Product category
- Cruise Holiday Packages
- NAICS
- Tour Operators (561520), Deep Sea Passenger Transportation (483112)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Resort + Cruise Packages (All-Inclusive) (THAEAHAD)
- akta.pro secondary industries
- Cruise + Guided Land Tour Packages (THAEAHAJ), Hotel + Pre/Post-Cruise Land Stays (Cruisetours) (THAEAHAC), River Cruise + Land Tour Packages (Cruisetours) (THAEACAK)
Keywords
Where Imagine Cruising is headquartered
LocationHeadquarters
- HQ city
- Royal Wootton Bassett
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Imagine Cruising business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Package Holidays and Cruise Bookings: Imagine Cruising acts as a tour operator and retailer, selling cruise holiday packages that include cruise fares, accommodation, tours, rail journeys, and event experiences. The company earns revenue through package pricing and acts as both organizer (for packages under Package Travel Regulations) and agent for cruise suppliers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Package-based pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Imagine Cruising product offering
Product offeringCore offering
Imagine Cruising is a specialist UK-based tour operator and online retailer that designs and sells cruise-and-stay holiday packages combining ocean or river cruises with hotel stays, immersive land tours, scenic rail journeys (e.g. Venice Simplon-Orient-Express), and exclusive event experiences. It partners with premium cruise lines such as Cunard, Celebrity, Silversea, Princess, Seabourn, Holland America, Azamara, P&O and others, selling these bundled packages direct to consumers via its website and call centre as well as through UK travel-agent partners.
Product overview
Imagine Cruising operates as a specialist online cruise holiday retailer and tour operator, offering a portfolio of cruise-and-stay vacation packages. The core products include Cruise & Stay, Cruise & Touring, Cruise & Rail, Cruise & Event, and River Cruising packages, which combine ocean or river cruises with supplementary experiences such as land tours, scenic rail journeys, hotel stays, and exclusive events. The company positions itself in the luxury cruise segment, partnering with major cruise lines including Cunard, Celebrity, Princess, Silversea, Holland America Line, Azamara, Seabourn, P&O Cruises, MSC, Norwegian Cruise Line, Oceania, Regent Seven Seas, Royal Caribbean, and Ambassador. Additional offerings include Fly-Cruise combinations, a Silversea-exclusive discount program, and Riviera Travel river cruise partnerships. Customers can access a managed booking portal for self-service itinerary management, and the company provides travel insurance through a Just Travel Cover partnership. The company is a member of the Emirates Group and holds ATOL and ABTA financial protection certifications.
Differentiator
Problem solved
Functional benefit
Products and services
- Cruise & Stay Packages
Companies that use Imagine Cruising
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Imagine Cruising technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Imagine Cruising partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Advantage Travel PartnershipcoreImagine Cruising is a founding member of the Advantage Cruise Advisory Board, launched at the annual conference in Madrid. The board meets twice yearly starting July to shape the cruise sector's trajectory over the next decade. The cruise sector accounts for approximately 15% of the consortium's total annual turnover.
- Princess CruisesminorFounding member of the Advantage Cruise Advisory Board alongside other major cruise lines and trade bodies.
- Celebrity CruisesminorFounding member of the Advantage Cruise Advisory Board alongside other major cruise lines and trade bodies.
- Riviera TravelminorFounding member of the Advantage Cruise Advisory Board alongside other major cruise lines and trade bodies.
- Clia (Cruise Lines International Association)minorFounding member of the Advantage Cruise Advisory Board as the cruise industry trade association.
- Barrhead TravelcoreStrategic partnership established with Barrhead Travel in the UK, one of the key B2B trade relationships to grow the business.
- Just Travel CoverminorImagine Cruising has partnered with Just Travel Cover to help customers find appropriate travel insurance for their cruise. Just Travel Cover is an Introducer Appointed Representative of Just Insurance Agents Limited, authorised and regulated by the FCA.
- Emirates GroupcoreImagine Cruising Limited is a member of the Emirates Group, which includes Emirates airline and dnata. The Emirates Group is a Dubai corporation focused on airline operations and ground handling services.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Imagine Cruising competitors and assessment
Company assessmentDirect peers
- Iglu Cruise: UK-based online cruise specialist retailer selling ocean and river cruises from major cruise lines with bundled packages. Closest direct competitor to Imagine Cruising in the British cruise-and-stay segment, serving similar affluent customers via a similar digital-first model.
- Riviera Travel: UK tour operator with a four-decade heritage specialising in escorted tours and river cruises across European waterways. Comparable to Imagine Cruising on curated, multi-component packages and river cruise inventory, and is also a partner on the Advantage Cruise Advisory Board.
- Cruise Nation: UK-based cruise holiday retailer offering discounted ocean and river cruises with a similar online, package-based model. Competes head-to-head with Imagine Cruising on price, supplier relationships, and the same UK consumer base.
- Bolsover Cruise Club: Long-established UK cruise retailer selling ocean and river cruises from major lines with a trade and direct customer base. Directly competes with Imagine Cruising in the UK cruise package segment.
- Broadway Travel: UK tour operator and travel retailer offering package holidays including cruise-and-stay itineraries. Comparable GTM (direct + trade partnerships), customer base (UK leisure travelers), and bundled travel products.
- Holidaysplease: UK travel agency and tour operator selling bespoke package holidays including cruise holidays. Comparable target customer (UK affluent leisure travelers) and package-based model with trade partnerships.
Broad incumbents
- TUI Group: One of the world's largest integrated tour operators and cruise providers (TUI Cruises, Hapag-Lloyd Cruises). Operates cruise holidays within a much broader holiday portfolio, competing with Imagine Cruising on bundled cruise-and-stay packages but at significantly greater scale.
- On the Beach: UK online travel retailer selling package holidays with a digital-first GTM. Comparable in scale and consumer-direct distribution, though focused on beach/resort packages rather than cruises — useful for benchmarking online travel retail economics.
Others
- Princess Cruises: Major premium ocean cruise line and Imagine Cruising partner (Cruise & Advisory Board co-member). Comparable through shared distribution in UK market but is an upstream supplier rather than a retailer — relevant for benchmarking packaging and pricing.
- Celebrity Cruises: Premium ocean cruise line and Imagine Cruising supplier/advisory board partner. Relevant peer given shared UK consumer base and overlap in cruise-and-stay products, though operates upstream of Imagine Cruising's retail model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Imagine Cruising social profiles
Digital presenceImagine Cruising compliance and trust
Trust signalCompliance2 records
Imagine Cruising financial estimates
Financial estimateRevenue estimate
Valuation estimate
Imagine Cruising leadership team
Management profileNumber of profiles
Profiles1 record
Imagine Cruising funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Imagine Cruising M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Imagine Cruising
What does Imagine Cruising do?
Imagine Cruising is a specialist UK-based tour operator and online retailer that designs and sells cruise-and-stay holiday packages combining ocean or river cruises with hotel stays, immersive land tours, scenic rail journeys (e.g. Venice Simplon-Orient-Express), and exclusive event experiences. It partners with premium cruise lines such as Cunard, Celebrity, Silversea, Princess, Seabourn, Holland America, Azamara, P&O and others, selling these bundled packages direct to consumers via its website and call centre as well as through UK travel-agent partners.
Is Imagine Cruising a public or private company?
Imagine Cruising is a private company. It is classified as corporate owned and is currently operating.
When was Imagine Cruising founded?
Imagine Cruising was founded in 2011. It employs 101 to 250 people.
Where is Imagine Cruising based?
Imagine Cruising is headquartered in Royal Wootton Bassett, United Kingdom, in the Europe region.
How does Imagine Cruising make money?
One revenue line is on record: package Holidays and Cruise Bookings.
Who are Imagine Cruising's main competitors?
Direct peers on record are Iglu Cruise, Riviera Travel, Cruise Nation, Bolsover Cruise Club, Broadway Travel and Holidaysplease. Broad incumbents are TUI Group and On the Beach. Others are Princess Cruises and Celebrity Cruises.
Does Imagine Cruising have an API?
No public API is recorded for Imagine Cruising.
What industry is Imagine Cruising in?
Imagine Cruising's product category is Cruise Holiday Packages. Its primary akta.pro industry code is THAEAHAD, Resort + Cruise Packages (All-Inclusive), with a secondary code of THAEAHAJ, Cruise + Guided Land Tour Packages. Its NAICS code is 561520 and its SIC code is 7990.