Traveller Made moves forward with ‘selective’ approach to cruise

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As the luxury cruise industry continues to evolve, Traveller Made is expanding its focus and slowly embracing the sector with a strategy that prioritises quality over quantity. Speaking to LATTE at last week’s Essence of Phuket travel show, Commercial Director Diana Nuber revealed that the luxury travel network’s approach to cruise has changed significantly in recent years. Although initially hesitant about entering the cruise market due to the perception that it was overly large and less aligned with the Serandipians and Takumians brands, Nuber confirmed that the team is now “opening our minds to cruise” as the sector flourishes. It’s a shift that is evidenced by the recent launch of the Traveller Made Afloat Collection – a strategic move to engage with more cruise lines that align with the company’s standards of offering exceptional, personalised travel experiences, she explained. The focus is therefore squarely on high-end small to medium-sized vessels. “We have always worked with smaller yachts, mostly with yacht brokers, such as private charters,” Nuber said. Another area where the company has already seen success is in expedition cruising, which has proven to be a promising niche. “We have worked with smaller expedition cruises for some time, such as with PONANT and others,” she noted. “We see growth in that sector, and it works well.” This selective approach means that the company is not looking to partner with larger cruise lines, but instead, aims to work with those that provide more intimate and bespoke experiences. The network already includes ultra-luxury cruises like those offered by Regent and Explora, with Huber identifying products like that of Ritz-Carlton Yacht Collection and Crystal as of great interest. “We’re in a prospecting phase,” Nuber stressed, emphasising that as the company gets to know the cruise operators, so too must the sector learn how to best work together. “It’s getting there,” she added, with optimism. “We’re talking to the right people, slowly making progress.” While they are open to exploring new cruise partnerships, they continue to prioritize the needs of travel agents and their clients above all else. For travel agents, the company offers various perks, such as increased commission rates and added benefits like credits or amenities that can be used to enhance their clients’ cruise experiences. “We’re not bookers,” Nuber stressed, explaining that the company has a marketing agreement with cruise lines rather than directly booking cruises. “Our main purpose is to provide better access, better amenities, and better commission structures for travel agents.” Traveller Made has always prided itself on being highly discerning in the products it offers, according to Nuber, and it’s an approach which will inform its cruise strategy going forward. “We’re still going to be very, very selective,” she said.

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