Cruise Nation Reports 20% Growth in Smart Packages following Award-Winning Year

What was once a 50/50 split between cruise-only and Smart Packages in 2024 became a 30/70 share in favour of package holidays in 2025, Cruise Nation has reported, off the back of a bumper year, which included two award wins.

Combining flights, a free pre or post-cruise hotel stay and a cruise, these packages are designed to give travellers more holiday for the same price – or in many cases, less. Now offered to more than 200+ destinations worldwide, demand is continuing to grow, both with experienced and new-to-cruise customers.

Commenting on this success, Phil Evans, Managing Director at Cruise Nation said: “From day one, Cruise Nation set out to disrupt how cruises were sold in the UK, and that wasn’t by accident. As demand has grown, we’ve added longer land stays in destinations like Greece, Malta, Spain and Orlando to help new to cruise customers try cruising without giving up their land holiday altogether.”

That customer-first thinking continued in 2025 with the launch of Toureka, Cruise Nation’s dedicated Cruise & Tour product which combines both a multi-day guided land tour with a full cruise itinerary.

“Travellers are looking to go beyond the traditional fly and flop holiday and Toureka is all about evolving to offer unique travel experiences that tick off bucket list experiences,” Evans added. “Staying true to our DNA however, if we can’t offer a better holiday with exceptional value built in, without cutting corners, we don’t do it.”

Currently bookable exclusively via the call centre, Toureka has already seen strong early success. So much so that the cruise tour operator is now looking to pilot an online booking system for the product.

Technology has played a key role in Cruise Nation’s performance over the last year. In December, the operator won World’s Best Cruise Booking Website at the World Travel Awards and Best Use of Artificial Intelligence at the Travolution Awards, recognising its innovation-led approach.

Evans said the recognition was particularly meaningful: “In a world dominated by corporations and tech giants, as a small British travel agency, we’re incredibly proud to have won World’s Best Cruise Booking Website.”

He continued: “Central to this success has been our decision to bring AI fully in-house. One of a number of key developments we’ve rolled out is the enhancement to our hand-crafted port guides through AI technology to produce AI-generated itineraries.

“This advancement allows us to quickly integrate relevant information into engaging summaries that highlight key experiences and activities at each port. By taking care of the heavy lifting, AI is allowing our teams to focus on what really matters: understanding our customers and delivering the best possible holiday experience.”

As the business enters peak trading season, Cruise Nation is reporting strong booking momentum for the key summer months, with July through to September already performing well. Forward bookings indicate that 2026 is shaping up to be the operator’s most-booked sail year to date.

The positive outlook reflects wider industry trends. Recent figures from CLIA’s Winter Forum show that 73% of people who have never taken a cruise holiday now say they intend to do so, highlighting the growing appeal of cruising to new audiences.

Cruise Nation is also seeing a shift in customer behaviour, with travellers booking further ahead than in previous years, while becoming increasingly savvy and price conscious.

“Customers are taking more time to shop around and make sure they’re getting the best holiday for their money,” Evans added. “That’s why our best price guarantee* continues to resonate – it gives people the confidence to book, knowing they’re getting unbeatable value.”

With strong demand, a growing new-to-cruise audience and continued investment in product and technology, Cruise Nation enters peak season with momentum and confidence, as it looks ahead to further growth in 2026.

To book your own tailor-made cruise package, call the experts for free on 0800 408 0758 or visit www.cruisenation.com.

-Ends-

Notes to editors:

* on Smart Packages

For further press information, please contact:
Caitlin Lesko | Marta Malagon Manas | Sarah Geppert
Rooster.
T: +44 (0)203 440 8930
E: cruisenation@rooster.co.uk

About Cruise Nation
Cruise Nation is the UK’s leading cruise holiday specialist. Award-winning, deal-slinging, and on a mission to make cruising affordable for everyone, whether seasoned sailor or just learning port from starboard.

With over 400 years’ combined industry experience, Cruise Nation focuses on big value without big price tags through its exclusive tailor-made Smart Packages that combine land and cruise itineraries. Customers can enjoy every type of cruise, including those short on time but big on bucket lists and those who are just in it for the buffet. Complete with regional flights, free hotel stays, and cruises to over 200 destinations, Cruise Nation has a cruise package that suits all schedules, budgets, and interests with Best Price Guaranteed.

For more information or to book a tailor-made cruise, call the experts for free on 0800 408 0758 or visit www.cruisenation.com.