Luxury cruise retailer Panache Cruises has expanded its team and reported a record start to 2025.
The tech-enabled company had a record-breaking 2024, growing turnover by more than 50 per cent to over £25m.
January is a crucial month in the travel industry and Panache Cruises has seen a surge in bookings.
By the end of the 3rd week in January 2025 the business had already surpassed its overall sales of January 2024.
Sales have been strong all month with luxury ocean cruises being up over 60 per cent versus last year and expedition sales showing exponential rest.
Long haul river cruises have seen triple digit growth.
To meet demand the firm has expanded its team in the UK by five to 62 and by two in the US to 10.
CEO James Cole, who launched Panache Cruises in 2020, also revealed how they were looking after staff by providing yoga and meditation sessions.
He said: “Along with the rest of the travel industry, January is a massive month for us as we see it as a springboard to the rest of the year.
“All the signs are that January and February will be record months for us with people booking cruises all the way through to 2027.
“Although Mediterranean cruises continue to be popular we’re seeing a trend for people wanting to travel further afield and long haul cruises are increasingly in demand, partly resulting in our average selling price surging by 29 per cent to over £20k per booking on our ultra-luxury ocean cruises.
“We’re also seeing growth in multi-generational bookings, with grandparents wanting to take their children and grandchildren with them to create experiences that will last a lifetime.”
Cole also revealed how the company was continuing to invest in the staff’s mental health and wellbeing.
“Last year we appointed Rhianna Latham as the company’s first head of people and culture and that’s really paying dividends,” he said.
“We recognise that January is a peak month so we’re checking in with staff and laying on free yoga, meditation and office games as our colleagues are our number one asset.”
The company has just been shortlisted in the prestigious Red Rose Awards 2025 in the Medium Business Award category.
Panache Cruises is targeting £100m turnover by 2027/28 and wants to be the world’s largest seller of luxury and ultra luxury cruises by 2030.
The company is also investing £500k in additional office space at Strawberry Fields Digital Hub, in Lancashire, and larger premises in the US.