Cruise Boutique launches

FLIGHT Centre’s new “Cruise Boutique” initiative (TD 12 Aug) formally launched last night, with an initial complement of 14 specialist Travel Associates branches undergoing a redesign to reflect the new concept.

Flight Centre Travel Group GM of Premium Leisure Brands, Danielle Galloway, hosted the leaders of key cruise line partners at an event in Sydney, saying the move was a “real transformation for our business”.

She highlighted the longstanding cruise experience and passion of the cruise specialist consultants within Travel Associates.

“[Flight Centre CEO] Skroo Turner said to me ‘we need to do something, because there is a cruise customer and there is clearly a cruise advisor’, and hence Cruise Boutique was formed,” Galloway said.

The launch is just the start for Cruise Boutique, with aspirations to grow the specialty division to 20 outlets by the end of the year, each offering “true expertise in ocean, river and expedition cruising,” she added.

Galloway said she hoped that in a year’s time she would be able to report “real growth” in cruise pax numbers, increased client loyalty, strong margins & TTV within the Travel Associates business.

“Travel Associates Cruise Boutiques can provide the kind of counsel and ‘purple ribbon’ client service that no other travel group can match,” she enthused.

Kathy Pavlidis from Travel Associates in Kew, Vic also spoke about her aspirations for the new brand, saying “our goal is for cruise boutiques to build a strong reputation for adding value to every client’s cruise experience”.

More in today’s edition of Cruise Weekly - cruiseweekly.com.au.