There’s a new look and sharper focus at Imagine Cruising—and agents are front and centre.
As part of its rebrand, the cruise and tour holiday provider has rolled out refreshed branding, bolstered trade partnerships, and launched a $100 per booking incentive for Australian agents. But it’s not just about appearances. Backed by a growing list of curated global experiences, high-end hotel pairings, and exclusive sailings, Imagine Cruising says it’s raising the bar on package holidays, and wants the trade to come along for the ride.
Karryon caught up with Imagine Cruising Managing Director Alex Sirman to talk rebranding, trade support, and why agents are key to the brand’s next chapter.
Let’s start with the rebrand – why the move from Imagine Holidays to Imagine Cruising, and why now?
The rebrand reflects our growth and better defines who we are and the exceptional value holidays we offer. 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.
What makes ‘Imagine Cruising’ the right name for the business today?
Although we provide an exceptional variety of adventures across the globe, we specialise in cruising. We’re proud to partner with some incredible cruise lines, each with their own remarkable features, style, and design. These long-standing relationships enable us to offer a diverse range of cruise experiences, paired with tours, rail journeys, river cruising and hotel stays—all at outstanding value. This means we deliver so much more than just a cruise.
What are the key differences travel agents will notice post-rebrand?
We have spent the last year improving our service and support delivery across the business and are committed to delivering exceptional holidays. Our new look has been updated to better reflect the luxury service we provide.
What sets an Imagine Cruising itinerary apart from a traditional cruise holiday?
When we first established the company, our goal was to introduce something truly unique to the world of cruising, offering new holiday opportunities to more people. It seemed unbelievable to us that you would fly to Mumbai for a cruise without experiencing the incredible sights of India.
We saw an opportunity and began experimenting with the idea of pairing cruises with immersive tours. From enchanting river cruises across Europe to timeless rail journeys discovering wonders of India’s Golden Triangle to witnessing the magic of African safaris; our customers can enjoy an unparalleled variety of once-in-a-lifetime experiences in some of the most spectacular destinations around the world.
Our portfolio has grown dramatically over the years; we take over 50,000 customers a year on extraordinary adventures around the world.
Talk us through how you hand-pick hotels and land components — what makes your product curation different from others in market?
We have a dedicated in-house expert team who specialise in piecing together multiple components to create unique, hard-to-replicate holiday experiences.
When it comes to arranging accommodation, it’s not just about the hotel brand name; we carefully evaluate everything from the ease of the check-in process to the location, accessibility, and proximity to local amenities and attractions. Whether guests are staying for one night or one week, we ensure every detail is thoughtfully considered.
A similar level of care goes into reviewing our land components to ensure they are truly ‘fit-for-purpose’ and suitable for our guests. From the quality and comfort of our tour coaches to the knowledge and professionalism of our guides, and the accessibility and sheer enjoyment of each element of the tour, we carefully assess every aspect to enhance the overall holiday experience.
In terms of packaging, how do you make things easier for agents and their clients?
We offer agents a simple, one-stop booking process. Our trade reservations team promptly provides quotes and bookings for complete packages, including cruises, hotels, touring, and flights. This saves agents the time and effort of researching and building complicated itineraries themselves. Additionally, agents can have peace of mind knowing we will be on-site during the holiday to ensure everything runs smoothly throughout the holiday experience.
What support tools and commission structures can travel agents expect when selling Imagine Cruising?
Commission is paid on the full holiday package, including flights, with no non-commissionable elements. On top of commissions, we work closely with partners to provide as much support as needed, including training on our products, marketing assets, Genesys EDM, co-op marketing, events and incentives. We also collaborate with key partners to design custom tours tailored to their audiences.
Are there new destinations or cruise partners on the horizon that the trade should know about?
We’ve recently added the Galapagos Islands to our curated collection of luxury travel experiences. This new offering allows guests to explore the islands through unique onshore excursions, as well as a tour of Machu Picchu and hotel stays. We are always on the lookout for new opportunities and look forward to keeping Karryon and the trade industry updated as new offerings become available.
Cruising is evolving quickly. How is Imagine Cruising staying ahead of the curve in terms of customer expectations and booking trends?
Our strong reputation for delivering results and the ability to respond quickly have positioned us as one of the top ‘go-to’ partners for cruise lines in need of assistance.
Staying ahead doesn’t just mean being reactive to current ideas but being proactive with inspiration and desires in the future. We combine direct guest feedback, trade partner insights, and market research to identify emerging expectations—whether it’s the demand for more immersive onshore experiences, flexible booking options, or the desire to travel to a completely new destination. We also keep a close eye on global travel trends, such as the rise in bucket-list and multi-destination holidays, and we adapt our curated packages to reflect that.
On the booking side, we’re making the process as seamless as possible for agents and customers alike—offering a one-stop shop for cruise, land, and air, with personalised support. It’s about anticipating what our customers want before they even ask for it.
What does success look like for the brand over the next 12 months — particularly from a trade perspective?
We have just concluded a new record year for Imagine in AU/NZ and we continue to see significant growth. Launching with trade has been a key contributor to that success. Being relatively new in terms of trade partnerships, we are continuing to grow our BDM team, allowing us to support our current partners, while being well structured to support new travel agents as they come on board.
If you had 30 seconds to tell an agent why they should be working with Imagine Cruising right now, what would you say?
We curate once-in-a-lifetime cruise holiday packages, brimming with unique experiences that offer exceptional value and quality service. Our commitment to service extends to our trade partners and customers alike, ensuring minimal wait times, a simple booking process for complex holidays, and competitive commission across the entire package (no non-commissionable items). With comprehensive marketing support, we’ve used our experience with trade partners to build an industry-leading support.
We are with our customers every step of the way, offering peace of mind with staff in-resort and an emergency support line available 24/7, ensuring assistance if anything goes wrong.
To celebrate Imagine Cruising’s exciting new look, we are offering a special promotion from 13th May to 30th June. For every booking made during this period, agents will receive a $100 Prezzee voucher. Additionally, each week, the agent who generates the highest revenue will be rewarded with two exclusive VIP tickets to see Ricky Martin live in concert, with shows in Canberra, Brisbane, Sydney, and Melbourne up for grabs.
With a growing team, deepening agency relationships, and stronger brand storytelling, the business says it’s setting itself apart through a focus on quality, service, and support. And with fresh incentives on the table, now might be the time for agents to take a closer look.
For more information, head to Imagine Cruising’s website.
This article was brought to you by Imagine Cruising:
