PONANT Explorations has partnered with flight consolidator Aviate to offer fully packaged cruise holidays to the UK market for the first time.
Packages will go on sale in September 2026 ahead of the 2027 selling season, the exploration cruise line announced on Wednesday at a press briefing onboard Le Bellot docked in London.
The fully packaged products will combine PONANT cruises with flights, transfers and accommodation.
Under the partnership, Aviate – part of Travel Innovation Group – will provide a dedicated team to support the programme as an extension of PONANT’s UK operation.
With a current brand awareness in the UK of around 5%, the collaboration is designed to expand PONANT’s distribution in the UK market through Aviate’s network of more than 1,200 tour operators and travel agents nationwide.
Aviate has access to flights with more than 50 major airlines.
Ponant said the move addresses a longstanding challenge for agents who want to sell its cruises, but currently must package flights and land arrangements independently.
UK and Ireland General Manager Anthony Daniels said: “The UK is a priority market for us. Our ambition is to be the undisputed leader in small ship exploration cruising, and partnerships like this – built on trust, shared values, and a real belief in the power of the trade – are exactly how we’ll get there”.
PONANT’s UK strategy aims to move ‘from cruise operator to travel and hospitality player’, with a greater focus on curated packages and the ‘full consumer experience’, including pre- and post-cruise stays, according to Anthony.
The UK and Ireland accounts for around 8-9% of Ponant’s business and is continuing to grow, with revenue from the market up 40% year-on-year, added Anthony.
The line is also targeting the solo travel market, which Anthony described as a ‘massive part of growth opportunity in the UK’.
PONANT currently offers no single supplement on 148 sailings, including many prime products, which are proving popular with groups of friends travelling together in separate cabins as well as solo travellers, according to Anthony.
Some of its cruises have up to 25% solo passengers, with UK demand for solo travel particularly strong, he added.
The company is also seeing growing demand for multigenerational travel, with more families booking grandparents, parents and grandchildren on the same trip. Anthony said family members often choose different daytime excursions, the majority of which are included in the price, before regrouping on board in the evening.
French-speaking guests continue to represent the largest passenger group across the French company’s fleet, although international travellers now account for an average 55% of total passengers.
