dnata Travel Group has completed the integration of UK tailor-made travel specialist Travelbag into its global cruise arm, Imagine Cruising. The move consolidates two of the group's leisure brands under one operational umbrella, with the aim of broadening the product range available to UK travellers while preserving the distinct identities of both labels.
Travelbag, known for its bespoke long-haul itineraries and multi-centre holidays, will now feed into Imagine Cruising's cruise portfolio. Customers booking through Travelbag will gain access to Imagine Cruising's extensive ocean and river cruise inventory, alongside its dedicated concierge service. In return, Imagine Cruising gains its first high street retail presence through Travelbag's seven UK stores, which will operate under a dual-brand format.
Strategic rationale and leadership
John Bevan, CEO of dnata Travel Group, framed the integration as a direct expression of the group's growth strategy. "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," he said.
Nicola Richardson, who has led Travelbag as Managing Director, will continue in that role and join Imagine Cruising's senior leadership team, reporting to CEO Tony Roberts. The arrangement ensures continuity for Travelbag's existing customer base and trade partners, while allowing the brand to leverage Imagine Cruising's scale and operational expertise.
Imagine Cruising, founded in 2011, has expanded internationally in recent years, including a move into the US market in 2025. The brand specialises in pairing cruises with extended stays or curated itineraries, offering exclusive experiences that go beyond standard sailings. Travelbag, meanwhile, has seen growing demand for multi-centre holidays, reflecting a broader industry shift towards tailor-made, experiential travel.
The integration strengthens Imagine Cruising's position within dnata Travel Group, which encompasses more than 15 international travel brands. For travel agents and tour operators, the move signals a consolidation trend among specialist leisure players, as groups seek to maximise cross-selling opportunities and operational efficiencies.
Industry observers will note the parallel with other recent distribution developments, such as Amadeus expanding its hotel distribution via HyperGuest, which underscores the ongoing reshaping of travel retail channels. Similarly, the growth of mobile booking among silver travellers highlights the importance of accessible, multi-channel service models that dnata's integrated brands can now offer.
For cruise lines and suppliers, the integration creates a larger, more focused sales channel for UK leisure demand. Imagine Cruising's existing partnerships with major lines such as Royal Caribbean, Celebrity, and Norwegian will now be complemented by Travelbag's long-haul tour operator relationships, potentially opening new cross-sell opportunities.
The dual-branded retail stores are expected to serve as a physical touchpoint for customers who prefer face-to-face consultation, a segment that remains significant in the UK market. The move also positions dnata to capture demand from travellers seeking combined cruise-and-stay packages, a category that has grown in popularity since the pandemic.
With both brands retaining their names and teams, the integration is designed to minimise disruption while unlocking shared resources. As dnata continues to invest in its specialist brands, the Travelbag-Imagine Cruising combination will be watched closely as a test case for how consolidation can drive growth without diluting brand equity.
