Light Blue Travel aims to sign up more cruise lines to GSA deals

The boss of Light Blue Travel has urged more international cruise lines to sign general sales agency (GSA) deals with the Cambridge-based business.

Light Blue Travel, which is both an agency and a tour operator, is the UK general sales agent for American Queen Voyages and European river cruise line Nicko Cruises, based in Stuttgart, Germany.

But managing director Rupert Thomson has appealed for cruise operators currently without a sales presence in the UK to think about employing Light Blue Travel to represent them.

Speaking at a media lunch event in central London on July 26, he said: “We’re always interested in opening discussions with other lines about GSA agreements. The UK is a huge cruising market for any cruise line. It really is a growth area.”

Thomson added American Queen Voyages was “totally unheard off” outside the US when it signed a GSA deal with Light Blue Travel 10 years ago.

Today, around 15% of American Queen Voyages’ sales come from international markets outside the US, including 10% from the UK and Europe, which Light Blue Travel is responsible for, said Thomson.

He also confirmed American Queen Voyages plans to grow international sales to 20%, with the help of Light Blue Travel.

The agency employs a business development manager, who is based in Dusseldorf, Germany, to grow sales in the German-speaking market and across the rest of Europe.

Nicko Cruises has almost doubled the number of English-speaking cruises it offers each year, said Thomson, who added: “They’re increasing [the number]. Nicko recognises the international market is a way forward for them.”

Nicko Cruises’ head of sales Christian Kaatz said: “We’ve had three difficult years – we’re looking forward to the future. Thank you for everything that you’ve been doing for us.”

Light Blue Travel is set to launch an e-learning platform to help boost UK agents’ knowledge of both brands – Nicko Cruises and American Queen Voyages.

“We’re hoping to launch it very soon,” Light Blue Travel commercial director Michelle Daniels (pictured) said.

Asked how the agency was coping with the recent challenges faced by the aviation industry, Thomson said: “Light Blue Travel is celebrating its 30th anniversary and we’ve specialised in many things over the years.

“In the USA, we’re relatively fortunate in the summer months, [American Queen Voyages] take the boats further north to Ohio and the Cumberland River.

“There’s not much interest in those sailings from UK clients, so we’ve not really been impacted by [aviation issues] so far.”