Imagine Cruising has rebranded. And it’s not just window dressing. The cruise and touring brand is backing agents in a big way, with sharper trade tools, stronger support, and a limited-time booking bonus that rewards every sale.
Previously known as Imagine Holidays, the rebrand marks a shift in both style and strategy. The refreshed branding reflects the company’s growth and reinforces its commitment to delivering high-quality, fully packaged holiday experiences with strong supplier partnerships at its core.
“The rebrand reflects our growth and better defines who we are and the exceptional value holidays we offer,” Imagine Cruising managing director Alex Sirman told Karryon.
“As we look back over the last couple of years it is clear to us that while cruising is at our heart and what we do best, it’s the addition of our rail journeys and touring experiences that make us unique.”
According to Sirman, Imagine Cruising is about extraordinary holidays crafted by experts and backed by more than a decade of experience.
“Whether clients are cruising oceans or rivers, exploring India’s Golden Triangle, riding iconic trains across breathtaking landscapes or soaking in the spray of Iguazu Falls, every itinerary is designed to be immersive, seamless and packed with value.”
Supplier relationships haven’t changed, with the brand continuing to partner with cruise giants like Cunard, Princess Cruises, Holland America Line and Celebrity Cruises. Rail and land operators round out the mix, allowing Imagine Cruising to bundle multiple travel styles — cruise, tour, rail and stay —i nto one booking.
More than a new logo
For agents, the rebrand brings more than new branding.
Over the past year, the company has expanded its B2B team and sharpened its trade-facing offering. From product development to agent engagement, the brand is investing in tools and partnerships that make selling easier and more rewarding.
The appointment of Craig Spiga as General Manager of Trade Sales signals a turning point in Imagine Cruising’s trade engagement strategy—bringing dedicated leadership, deeper industry partnerships, and a sharper focus on agent success.
Since establishing a strategic partnership with Helloworld Travel Group in May 2023, part of its broader commitment to the trade, Imagine Cruising has significantly ramped up its B2B presence.
According to Imagine Cruising, feedback from agency networks, including Helloworld-branded stores, Travellers Choice, Magellan, Alatus and Express Travel Group, has been “overwhelmingly positive.”
Here’s what’s new for trade
Among the trade updates:
- Agents earn commission on the full package: flights, hotels, tours, and extras.
- A dedicated trade call centre and BDM support are now in place.
- Agents gain access to Imagine-exclusive products not available elsewhere—designed specifically for the trade.
- 24/7 emergency assistance is available for clients.
- Custom marketing assets and local campaign support are on offer.
- Staff incentives, competitions and priority access to famils are part of the mix.
In short: agents are supported from start to finish—with the flexibility, exclusivity and financial recognition to match.
Booking bonus puts agents in the front row
To celebrate the rebrand, Imagine Cruising is launching a trade incentive with major perks. From 13 May to 30 June 2025, every booking earns a Prezzee voucher and each week, the top revenue-generating agent will score two VIP tickets to see Ricky Martin, with shows across Canberra, Brisbane, Sydney and Melbourne.
Earlier this year, Imagine Cruising hosted a milestone B2B celebration at Singapore’s iconic Raffles Hotel. Top-performing agents and partners joined an exclusive event hosted by Craig Spiga, featuring curated experiences, premium hospitality—and a private meet-and-greet with comedy legend John Cleese.
The event showcased the luxury and exclusivity that underpins Imagine Cruising’s trade-facing direction.
For more information about the booking bonus or questions about the rebrand, head to Imagine Cruising’s website.
KARRYON UNPACKS: Imagine Cruising is putting agents in the driver’s seat with full-package commission, trade-only product, and round-the-clock support—topped off with an in-market incentive worth talking about. With Craig Spiga steering the trade strategy, the message is crystal clear: this is a brand that’s betting big on the Aussie trade.
