Cruise.co.uk has strengthened its trade division with the appointment of Emma Rodgers as national account manager, a move that signals the agency's intent to deepen its B2B relationships following a period of robust third-party revenue growth.
Rodgers joins from Ambassador Cruise Line, where she served as divisional sales manager covering the north of England, Scotland, and Northern Ireland. In her new role, she will be responsible for enhancing Cruise.co.uk's partnerships with travel agents, driving sales growth, and identifying fresh commercial opportunities across the UK trade.
She will report directly to Lee Johnson, head of trade sales at the Chester-based agency. The appointment comes on the back of two consecutive months in which third-party sales exceeded £1 million (US$1.2 million) in both July and August, underscoring the momentum in the company's trade channel.
Trade-focused strategy
Tony Andrews, managing director of Cruise.co.uk, highlighted the strategic importance of the hire. "Emma's appointment is the next step in our plans," he said. "She has an excellent reputation across the trade, extensive cruise experience and, importantly, understands what agents need from their supplier partners."
Rodgers expressed enthusiasm for her new challenge, stating: "I'm thrilled to be joining Cruise.co.uk at such an exciting point in the development of its trade business. My focus will be on getting out and speaking to our partners, understanding what they need from us and making sure we give agents the products and support that help them convert more cruise enquiries."
The move is part of a broader push by Cruise.co.uk to expand its third-party trade operations. The agency launched its cruise and stay packages through the UK travel trade in January 2026, offering tailored combinations of cruises with flights and hotels. These packages are designed to give agents a flexible product set that can be adapted to client preferences, from short European sailings to longer-haul itineraries.
With more than two decades of experience in the travel and cruise sectors, Rodgers is expected to play a pivotal role in bridging the gap between Cruise.co.uk and its trade partners. Her background at Ambassador Cruise Line, which focuses on adult-only, no-fly cruises from UK ports, gives her insight into the needs of both traditional and modern cruise clients.
Industry observers note that the appointment reflects a wider trend among UK cruise retailers to invest in dedicated trade-facing roles as competition intensifies. Cruise.co.uk, which positions itself as a leading specialist cruise travel agency in the UK, has been actively courting agents with exclusive deals and a broad portfolio of cruise holidays.
The company's trade team, now bolstered by Rodgers, will be tasked with not only maintaining existing relationships but also expanding the network of agents who sell Cruise.co.uk products. This includes providing training, marketing support, and competitive commission structures.
Rodgers' appointment also comes at a time when the cruise industry is seeing strong demand, particularly for ocean and river cruises. According to recent industry data, UK cruise bookings have remained resilient, with agents playing a crucial role in converting enquiries into sales.
For travel professionals, the development signals that Cruise.co.uk is serious about growing its trade business and is willing to invest in experienced personnel to achieve that goal. As the agency continues to evolve its trade offering, agents can expect more tailored support and product innovation in the coming months.
