Cruise1st sold for undisclosed sum

It’s business as usual after Cruise1st changes ownership.

Royal Caribbean Cruises wholly owned agency Cruise1st has been sold after five months of negotiations, with the cruiseline opting for a management buyout rather than external sale.

In June, Travel Weekly revealed the agency was up for sale, and at the time reported a “number of buyers” had been circling, but the Manchester-based company with offices in Australia and Singapore have succeeded to close a management buyout deal for an undisclosed sum, in a move expected to broaden its product range to increase market share.

“The buyout will allow the company to grow independently, continuing to offer its customers a streamlined service offering through product, technology and efficiency. Cruise1st already has a 40% repeat customer base,” the company stated.

Cruise1st reports growth of 62% this year alone, with a 50% growth in its call centres, which is expected to double by the end of 2016 as a result of the change in ownership.

“This Management Buyout will allow Cruise1st to become a real force in the market”, Cruise1st, CEO, Dan Townsley said.

A trading division of Sunshine Cruise Holidays, Cruise1st employs more than 100 staff globally and is expected to retain all employees, while its Australia and Singapore office, led by travel industry stalwart, Carl Frier, will expand following the deal.

Carl-Frier-General-Manager-Cruise1st-Australasia Frier spoke with Travel Weekly this morning to confirm the company will focus on strategic growth in “core” regional markets, before looking to expand into unchartered waters, and is already in the process of recruitment increases for its Australian and Singaporean operations in what it “hopes will be a proactive wave season”.

“Working with Royal Caribbean over the past seven years has been fantastic and its support has been crucial in the growth of our company,” Townsley said.

“We are confident that the new ownership will allow the business to grow and succeed, supported by our ability to be nimble and expand into new product ranges with more cruise lines.”

“With independence, our focus will remain on expanding our product base with the aim of including a world-wide tour operator, more cruises with inclusive tours and a selection of river cruises.”

Townsley said the company now had a “clear and strategic” five-year growth plan, “which we intend to meet through efficiency, technology product, and customer service”.

“Although we don’t aim to be the biggest, we do aim to be the best,” Townsley said.

Royal Caribbean could not be reached for comment at the time of publishing.

Image credit: Conservativeintel

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