Windstar Cruises is working with ABTOT to secure consumer bonding that will allow independent travel agents in the UK to book direct with the line for the first time.
It is also working with the Civil Aviation Authority to secure an ATOL licence, which will enable agents to sell flight-inclusive Windstar cruise packages.
Windstar Managing Director Global Commercial Helen Beck (pictured) said the cruise line was ‘weeks’ away from securing an ABTOT bond, which will provide customers with full financial protection.
Once the bond is in place, agents will be given access to Windstar’s online booking engine.
Currently, they must book via Windstar’s general sales agent, The Cruise Line, which will become a preferred partner once the cruise line has bonding in place.
Helen said Windstar is expecting to secure an ATOL by September which, together with the ABTOT bond, will allow it to ‘significantly’ expand its distribution in the UK. It started the application more than a year ago.
“We are committed to working directly with more agents than ever before, while continuing to value and invest in our platform partnerships, meaning UK agents can now book cruise-only with full confidence,” said Helen.
Whie the ATOL will allow Windstar to sell direct to consumers, Augustus Lonsdale, Head of Sales UK & Ireland, said last year that it was ‘not necessarily looking at taking direct bookings’.
Windstar is also looking to appoint a new Manager, Sales Operations & Enablement, based in the UK.
The new role will contribute to global sales operations and support partners across all international markets, said Helen.
President Christopher Prelog added: “We’re excited to strengthen our presence in the UK and expand our support for the travel trade.
“We’ve been welcoming guests from the UK for over 40 years and we are delighted that as we grow the number of travel agents working directly with us, we get to welcome back our loyal guests and new-to-brand, especially those cruise sceptics that are looking for a more intimate cruise experience that is 180 degrees from ordinary.
“We’re grateful to The Cruise Line for serving as our UK general sales agent since May 2022, and we look forward to continuing to work together as we grow in this key market.”
To raise awareness of the brand in the UK, Windstar will christen its newest all-suite yacht, Star Explorer, in London next year.
It has also launched a short series of ‘Quick Getaway’ cruises from London’s Tower Bridge on board the recently refreshed Star Pride, which came out of drydock last month.
Helen confirmed the ‘Quick Getaways’ will be available again next year, giving customers a taste of what Windstar has to offer.
