Imagine Cruising is to have a high-street presence for the first time after integrating the Travelbag brand into its group.
Both brands are part of dnata Travel Group, and the process is expected to be complete by the end of September.
Seven Travelbag retail outlets will become jointly branded with Imagine Cruising, in Cobham, Harpenden, Marlow, Winchester, Solihull, Cheltenham and Knutsford.
Solihull will become the first jointly branded store, in October, with the rest of the network to follow.
The move will open up cruise and stay holidays to Travelbag’s customers in store, while giving Imagine Cruising customers new access to Travelbag’s tailor-made trips.
Both brands will continue to operate as they do now, with their existing teams and processes unchanged. Travelbag customers will also benefit from the Imagine Cruising concierge team’s support throughout their booking, post-booking and travel experience.
Travelbag Managing Director Nicola Richardson will continue to lead the brand and will join the Imagine Cruising Group senior leadership team, reporting to Chief Executive Officer Tony Roberts.
She said: “Our customers have always come to us for expert, tailor-made advice, and joining the Imagine Cruising Group gives us even more to offer them. It makes such sense, and we’re all really excited for the opportunities ahead”
Tony said: “Bringing Travelbag into the Imagine Cruising Group is an exciting step for us. It strengthens our UK business considerably, while also adding a real boost of tailor-made experience to our offering. We’re looking forward to this next chapter together.”
