Advantage Travel Partnership launches biggest-ever Cruise Collection for 2026/27

56-page guide brings together 28 cruise lines across six travel themes, with new destination inspiration, video content and personalised marketing support for members.

Advantage Travel Partnership has launched its brand-new edition of The Cruise Collection 2026/27, the biggest edition to date, giving its members a powerful, ready-made marketing tool to inspire customers and convert more cruise enquiries into bookings.

Now spanning 56 pages, the new collection brings together 28 preferred cruise lines under six newly created travel themes, including: Family, Couples, Solo, Luxury, Premium and Value, within an elevated, easy-to-browse design that makes choosing a cruise simpler than ever, whether the customer is a first-timer or a seasoned cruiser.

Recognising that the destination matters as much as the ship, this year's edition introduces new destination-led inspiration sections to help customers navigate ocean, river and expedition cruising. Alongside sample itineraries for every cruise line, the guide features "48 Hours In" guides for Barcelona, Miami, Vancouver and Singapore, designed to inspire pre- and post-cruise stays and unlock added value for customers.

The Cruise Collection is built to work hard for members all year round. Personalised with each participating member's logo and contact details, it is distributed on their behalf to opted-in member stores, to engaged customers by post, and across the full consumer email database, reaching circa 80,000 customers. For the first time, the fully digital version also incorporates eye-catching video content, bringing the cruise experience to life. Valid for a full year, it gives members an evergreen sales tool to continuously drive bookings.

This latest edition of The Cruise Collection is the first initiative to be unveiled by Advantage Travel Partnership in the lead-up to what promises to be a jam-packed Cruise Month. Further announcements will follow in the coming weeks, as the Partnership continues to lead the way in supporting its members during these crucial sales periods.

David Forder, Marketing Director at Advantage Travel Partnership, said: “Cruise is an important and growing part of our members’ businesses, and The Cruise Collection demonstrates the strength of the marketing support we provide to help them maximise that opportunity. It combines inspirational consumer content with practical, personalised materials that members can use across their own channels, giving them a powerful way to start conversations, build customers’ confidence and turn interest into bookings.

“The launch also provides a strong foundation for Cruise Month in September, when we will deliver a wide range of coordinated marketing activity to keep cruise front of mind and support members during a crucial sales period. Our members value having varied, high-quality resources that they can use throughout the customer journey, and our focus is on making that support both commercially effective and easy to activate.”

Jonny Peat, Director of Cruise, Advantage Travel Partnership, added: "Cruising has never offered more choice, and we're seeing more people who might never have considered a cruise before starting to explore what's out there. That's exactly what this year's The Cruise Collection is designed to do: make it easy to browse, get inspired and show how to see the world by water.

We've shaped The Cruise Collection around the way people research holidays today, with travel themes and destination inspiration helping to take away some of the complexity of planning a cruise. It makes it easier for customers to compare options, discover what's possible and feel confident about taking that first step.

It's also a valuable point of reference for our members, helping them guide customers to the right holiday all year round. Ultimately, we want to inspire more people to try cruising for the first time and connect them with our members, whose expertise turns that inspiration into the right booking.

By continuing to evolve The Cruise Collection alongside changing customer trends, we're helping introduce a whole new audience to cruising while driving more enquiries into our members' businesses."

Alison Mcilroy of Oasis Travel and a member of Advantage Travel Partnership continued: “The Cruise Collection is packed with information and inspiration to help customers navigate the world of cruise. Covering every type of cruise, The Cruise Collection will help guide our clients to choose the cruise that's right for them – I love the new feature on ‘48 hours in’ iconic cities before you set sail in this new edition. The Cruise Collection continues to make finding the right cruise refreshingly simple and is a great tool for customers and staff alike. From luxury to expedition, river to family cruising, it’s all in this handy guide.”

The fully digital version of The Cruise Collection is available now and ready to share with customers. Selected members will also receive printed copies over the coming days, ideal for in-store display, browsing with customers during quotations, or as a conversation starter when discussing cruise holidays.

Members interested in ordering their own branded versions can find out more through Advantage Travel Partnership's Marketing Programme.