Auria Travel has launched a premium cruise brand dedicated exclusively to five-star plus ocean and river cruises.
Cruise Luxe will offer tailor-made cruise packages including premium and business class flights, private chauffeur transfers, upscale hotels and exclusive excursions.
It will also arrange bespoke pre- and post-cruise accommodation.
Its premium cruise partners include river and ocean cruise lines such as Azamara, AmaWaterways, Cunard, Crystal, PONANT, Regent Seven Seas, Seabourn, and Silversea.
Auria Travel Director Markus Kendall-Young said: “Cruise Luxe has been inspired by the world of premium luxury goods and experiences, where attention to detail, craftsmanship and personal service truly matter.”
The move follows Auria’s recent move to Advantage, he added.
“We wanted to create a brand that feels elegant, aspirational and deeply personal, whilst still retaining the warmth and human approach that Auria Travel has become known for.
“Luxury cruise is no longer simply about the ship itself. Customers increasingly want every element of the holiday experience curated seamlessly around them, from the moment they leave home to the moment they return.
“That might mean private transfers, premium air travel, a tailor-made touring itinerary, a luxury rail journey, a boutique hotel stay or simply having one dedicated expert looking after every detail throughout the journey.”
Cruise Luxe will operate alongside Auria Travel, using the company’s existing sales and support infrastructure.
However, Markus said there are plans to expand the team with dedicated Cruise Luxe specialists as the brand grows.
The agency’s self-employed homeworkers will also have the opportunity to sell through the Cruise Luxe brand
“We see Cruise Luxe as a natural complement to Auria Travel,” added Markus. “Auria Travel will continue to offer a broad range of tailor-made and mainstream holidays, whilst Cruise Luxe allows us to create a much more focused and specialist premium cruise proposition.
“There is a growing audience of customers looking for expertise, reassurance and true personalisation within the luxury cruise sector, and we believe Cruise Luxe is perfectly positioned to meet that demand.”
