What dnata’s Travelbag and Imagine Cruising integration means for UK holidaymakers
Seven UK stores will offer products from both specialist travel brands
DUBAI – The dnata Travel Group has integrated Travelbag into Imagine Cruising, bringing the two specialist travel businesses together in a move that will expand the range of holidays available to UK customers.
For Travelbag customers, the most immediate change will be access to Imagine Cruising's extensive cruise offering and dedicated concierge support during the booking and travel journey. Imagine Cruising, meanwhile, will gain its first high street presence through Travelbag's seven UK retail stores.
The two brands will continue operating under their existing names, meaning customers will still deal with Travelbag and Imagine Cruising as established brands. Their existing teams and customer propositions will also remain in place, while the integration creates opportunities to access a broader mix of travel products through the combined business.
More holiday options
Travelbag customers will now have access to Imagine Cruising's cruise holiday portfolio alongside Travelbag's established tailor-made, land-based itineraries. This brings together cruise holidays with experiences such as hotel stays, rail journeys and touring itineraries.
Customers will also gain access to Imagine Cruising's dedicated concierge team throughout the booking and travel journey. The service adds specialist support alongside Travelbag's existing tailor-made travel expertise.
For customers, the integration does not mean Travelbag's existing holiday proposition is being replaced. Instead, its established tailor-made offering is being combined with access to a wider range of cruise-focused products.
Travelbag has more than 45 years of experience in tailor-made travel, with its network spanning retail stores, contact centres and digital channels. Its destination portfolio covers Asia, Africa, the Indian Ocean, the Caribbean, North America and other international markets.
Seven UK stores
The change will also be visible on the high street. Travelbag's seven UK retail stores will become dual branded, giving customers access to products and expertise from both Travelbag and Imagine Cruising through the same retail network.
The move marks Imagine Cruising's first high street presence. Customers visiting the participating stores will therefore be able to explore both brands' offerings through one retail network.
Travelbag customers who prefer to begin their holiday planning online will continue to have access to its digital channels. The company said it has been investing in its digital experience as more customers start their travel journey online before speaking with a Travel Specialist.
Nicola Richardson, Managing Director of Travelbag, will continue to lead the brand and join Imagine Cruising's senior leadership team, reporting to CEO Tony Roberts.
Richardson said Travelbag customers had traditionally sought expert, tailor-made advice from the business and that joining the Imagine Cruising Group would give them more to choose from.
What stays same
Despite the integration, Travelbag and Imagine Cruising will not be replaced by a single brand. Both will retain their existing names, teams and customer propositions.
Imagine Cruising has operated since 2011 and now has businesses across the UK, South Africa, the US, Australia and New Zealand. It entered the US market in 2025 and has continued expanding its international presence.
Its offering includes ocean and river cruises, with packages built around stays, rail journeys and touring. Its river cruise itineraries include quieter stretches of the Rhine and Danube, while its wider portfolio features experiences ranging from cultural events in Italy to private dining in Vietnam and premium access to events such as the Monaco Grand Prix.
Travelbag has recorded sustained growth in trading volume and average booking value in recent years, driven largely by demand for multi-centre holidays.