dnata Travel Group has announced the integration of Travelbag, a leading UK tailor-made travel specialist, into Imagine Cruising, its global cruise holiday provider. This strategic move aims to enhance the UK leisure travel portfolio by combining the strengths of both brands, offering customers a broader range of travel experiences. Travelbag customers will now benefit from Imagine Cruising's extensive cruise holiday offerings and dedicated concierge support.

The integration also marks Imagine Cruising's first foray into high street retail through Travelbag's network of seven UK stores. These locations will be dual-branded, allowing customers to access both brands' products and expertise. Despite the integration, both brands will retain their existing names and teams, ensuring continuity in their customer propositions.

Nicola Richardson, Managing Director of Travelbag, will continue to lead the brand and join Imagine Cruising's senior leadership team, reporting to CEO Tony Roberts. John Bevan, CEO of dnata Travel Group, stated, "This integration is a clear example of our strategy in action, investing in leading specialist brands and enabling them to achieve more together than they could independently."

Imagine Cruising, founded in 2011, has expanded its operations globally, including recent entry into the US market in 2025. The brand focuses on pairing cruises with meaningful stays or itineraries, offering exclusive experiences. Meanwhile, Travelbag has seen growth in multi-centre holidays, reflecting a shift towards tailor-made experiential travel.

The integration strengthens Imagine Cruising's position within dnata Travel Group, which comprises over 15 international travel brands.

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