USAirtours cruise brand will be ‘one-stop shop’
Ella Sagar
USAirtours has created a standalone cruise brand that “will be a one-stop shop for agents” as it looks to grow its fly-cruise business outside North America. Beyond Cruising launched
this week with 25 cruise line and airline partners and a portfolio of 34 countries, with plans to expand into expedition, luxury, small ship and river in the coming months. USAirtours has been offering
tailor-made fly-cruise packages – predominantly to the US, Canada and Caribbean – for the last decade, and founder Guy Novik reported “increasing demand” in recent years. “We were being asked to create
itineraries to destinations farther afield, which has been growing nicely,” he said, adding the move marks the company’s “first major foray outside North America”. “The contracts with the cruise
lines are for global product, and as that business has grown, we feel now is a good time to service that market through a brand not exclusively linked to North America.” Novik revealed about 10% of
USAirtours’ current fly-cruise product falls outside the North America region, and fly-cruise sales
Guy Novik
now account for roughly a fifth of the operator’s total revenue, which for the last financial year equated to about £10 million. He added he would be “very
disappointed” if the brand is not able to double its fly-cruise sales over the next two years. Novik hopes the brand will
become a “one-stop-shop” for agents who need assistance in creating “more-complicated itineraries”. Plans include expanding the
number of groups and allocations on flights and cruises, and launching exclusive offers for agents. Novik highlighted the operator’s ability to guarantee airfares through
Icelandic carrier Play ceases operations and cancels flights
Icelandic low-cost carrier Play abruptly ceased operations and cancelled all flights on Monday. The airline, which flew from Stansted and Liverpool airports, advised customers to contact their credit card provider or travel agent. Play operated its first flights in June 2021 in a bid to fill a gap left by Wow Air, which had itself failed. The CAA said the collapse would be “unsettling” for passengers.
6 2 OCTOBER 2025
to March 2028, which he said is further out than most competitors. He said the decision to launch the
brand was “not particularly” related to the fluctuating US market, which “has had its challenges this year”, highlighting that USAirtours’ revenue up to September 30 was expected to rise 17% on last year despite estimating a sector-wide 8% drop in bookings from the UK. “We are up because we found a way of winning a larger slice of a shrinking pie,” he added. Novik revealed the operator also
plans to launch two more “non-North American” brands, focused on the long-haul experiential market, in the next 12 months.
Tui AG transfers Marella’s two shipbuilding slots to Tui Cruises
Tui AG has transferred two shipbuilding slots for Marella Cruises to Tui Cruises to “reinforce our strategic realignment and long-term growth ambitions” in the UK and northern Europe. The two new-builds were secured for Marella to help expand the UK market. The new Tui ships will be larger than those in the original order.
Advantage unveils programme
for members ahead of EES launch Advantage Travel Partnership has introduced a “comprehensive education programme” to prepare members for the introduction of the EU’s Entry-Exit System (EES) on October 12. The consortium said the guide “will provide necessary clarity on the new system after recent research indicated that 60% of travellers were unaware of the upcoming changes” to EU border control.
travelweekly.co.uk
EasyJet holidays diversifies with Luxury Collection
EasyJet holidays is aiming to “redefine premium travel” with the launch of a Luxury Collection featuring 70-plus five-star hotels across Europe and North Africa. The collection is on sale from
Thursday (October 2), with holidays from April 1, 2026. The hotel portfolio includes
brands such as Fairmont and Four Seasons, with customers offered benefits including dedicated bag drop, fast-track security, priority boarding, pre-selected seating and premium private hotel transfers. The operator said the launch
marked a “new era” in which it will be known “for exceptional value, but also for refined, sophisticated luxury”. Chief executive Garry Wilson
added: “The launch of our Luxury Collection reflects our ambition to redefine premium travel. Each hotel has been carefully hand-selected to provide an exceptional, effortless experience that exceeds the expectations of the most discerning travellers. “This new collection allows us to
reach new audiences, strengthening our position as a leader in both value and luxury travel – all while maintaining our commitment to outstanding service.”
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