Hays Travel ramps up cruise presence with major acquisition

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UK-based Hays Travel has announced the acquisition of Victoria Travel Group Limited, a leading online cruise travel specialist, in a landmark move that marks the company’s first-ever acquisition of an online travel agency.The purchase includes well-known brands Cruise.co.uk, Seascanner, and German-based Kreuzfahrtberater.de.Describing the acquisition as a “significant milestone,” Hays Travel highlighted the strategic importance of the deal which both expands its footprint in the global cruise market and supports its growth ambitions in the “fast-growing cruise sector” – both in the UK and internationally.“We have been hugely impressed by the strength of the Victoria Travel Group,” Hays Travel Chair Dame Irene Hays said. “Their innovative approach to online cruise retailing and the calibre of their management team make Victoria Travel a compelling addition to our business, which aligns with our cruise strategy and growth ambitions.”Victoria Travel Group has established a strong reputation for its digital-first strategy, expert cruise content, and customer-centric approach. Its brands enjoy notable customer loyalty and market presence in both the UK and Germany.The company’s CEO Chris Gardner shared his excitement about joining the Hays Travel family. “Their values, customer-first approach, and long-term vision align with ours,” he said. “This partnership opens up exciting opportunities to grow our brands and deliver even more value to cruise customers in the UK and internationally.”

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