**Swindon**: Imagine Cruising’s CEO Robin Deller reveals plans to establish strategic partnerships with UK-based agencies to navigate distribution challenges, following success in Australia. The company also aims to expand into the US market with a focus on creating mutually beneficial alliances.
Imagine Cruising, a specialist in the cruise sector based in Swindon, is actively seeking partnerships with UK-based agencies as it navigates challenges in distribution amidst an evolving market landscape. Robin Deller, the company’s chief executive, identified the barriers faced by the industry and expressed confidence that effective supplier relationship management (SRM) could alleviate some of these challenges through strong collaborations within the business-to-business (B2B) retail sphere.
In an indication of the potential advantages of such partnerships, Deller pointed to the successful collaboration with Helloworld Travel, an Australian agency, which was established in May of the previous year. He highlighted that the partnership had not only exceeded their “quite aggressive” expectations but had also provided valuable insights that led to an expansion of Imagine Cruising’s trade team in Australia. “It has given us the opportunity to think about how we could bridge the proof of concept over here in the UK, where we’ve got a stronger brand,” Deller elaborated, underscoring the company’s strategic ambitions.
As Imagine Cruising looks to engage with UK retailers, Deller stated that the company would take a selective approach in identifying partners. “We definitely see 2025 as an opportunity to initially understand the landscape of retail over here and see who’s interested in working with us,” he noted, indicating a focus on cultivating strong, meaningful relationships with a few key partners rather than a broad outreach strategy.
Deller’s vision for the upcoming year includes forming partnerships with multiple retailers across the UK, aiming for arrangements that deliver mutual benefits. His goal is to create alliances that “add value to both parties,” suggesting a sophisticated understanding of the evolving dynamics of customer-supplier relationships.
Beyond the UK market, Deller has also unveiled plans for expansion into the US, with an anticipated launch in April or May of the current year. As part of this venture, the company plans to open an office in Orlando and trial various itinerary lengths, including 14-day cruises aimed at catering to shorter holiday preferences. This expansion into a new territory is indicative of the shifting power dynamics in the industry as suppliers adapt to consumer demand and market conditions.
Travel Weekly is reporting that Deller’s strategic outlook and experiences gleaned from partnerships in Australia may influence how Imagine Cruising approaches supplier relationships and inventory management, particularly as companies across sectors grapple with supply shortages and seek to solidify their positions as preferred partners.
Source: Noah Wire Services
