Imagine Cruising has named Katrina McAlpine as Director of B2B Sales for Australia and New Zealand, signalling a stronger focus on the trade.
McAlpine, who was most recently Commercial Director for Cunard Line Australia and New Zealand, joins with extensive experience in cruise, sales and agent partnerships.
The company says her appointment reflects a clear commitment to supporting travel advisors with tools, products and services that give them a competitive edge.
“Katrina’s appointment marks an important step in the evolution of our trade strategy. Since launching our trade arm, we’ve built strong foundations and established valuable partnerships, but there is much more ahead,” Imagine Cruising Australia Managing Director Alex Sirman said.
“We will continue to grow our trade sales team in a considered way, further strengthen our support for agents, and broaden our bespoke product range.
“Our goal is for Imagine Cruising to be a trusted partner of choice for Australian and New Zealand agents, developing meaningful partnerships, offering innovative products, and helping deliver memorable journeys for their customers.”
According to the company, since launching its trade division, the business has boosted agency ties through commissionable packages, bundled cruise-and-land holidays, and long-range flight options bookable up to 320 days in advance. Marketing, training, and incentives have also been key parts of its strategy.
With McAlpine at the helm, the business plans to expand curated cruise, touring, rail and hotel experiences worldwide.
“I am excited to be joining Imagine Cruising at such a pivotal time for the business,” McAlpine said.
“This is a truly customer-first company, with a clear vision to deliver exceptional value holidays and the highest levels of service to both travellers and the trade.
“I look forward to working closely with our partners to grow our relationships, provide meaningful support, and help them sell more bespoke, high-yield holidays with confidence.”
Earlier this year, Imagine Cruising unveiled a new look and sharper focus, with agents front and centre of the refreshed brand.
For more info, visit www.imaginecruising.com.au.
