Hays Travel’s recent investment in ‘My Kind of Cruise’, a pioneering mobile application, marks a significant step in enhancing technological solutions for cruise bookings.
The app, created by Sefton Monk, has rapidly grown its user base, appealing to younger demographics who prioritise convenience and digital engagement.
Investment in Technological Growth
Hays Travel, the UK’s largest independent travel agency, has made a significant strategic investment in the mobile application ‘My Kind of Cruise’. The app, launched in 2022, has swiftly amassed a user base of 303,000 individuals who access it across mobile, tablet, and web platforms. This investment underscores Hays Travel’s commitment to embracing digital innovation in the travel sector, aligning with their broader strategic goals to enhance customer experience and accessibility.
The app offers a comprehensive platform for users to search, compare, and book cruises from UK operators. Its user-friendly interface and extensive options cater to the evolving preferences of modern travellers. Notably, more than half of the app’s users are Millennials and Gen Z, highlighting its appeal to younger demographics seeking convenient and efficient travel solutions.
Expanding Beyond Borders
Founder Sefton Monk envisions the expansion of ‘My Kind of Cruise’ beyond the UK market, aiming to diversify its offerings to appeal to a wider audience. Monk’s ambition is not only to enhance the app’s current functionalities but also to introduce features that make cruising accessible to all sectors of the public, including individuals new to cruise experiences.
Hays Travel’s investment and partnership are pivotal in this expansion strategy. Recognising the need for financial support and industry expertise, Monk has welcomed the involvement of Hays Travel’s experienced team. This collaboration is set to facilitate the app’s growth and development, leveraging Hays Travel’s market position and business acumen.
Strategic Board Appointments
As part of the investment agreement, two directors from Hays Travel, Jonathon Woodall-Johnston, Chief Operating Officer, and Ken Campling, Finance Director, will join the board of ‘My Kind of Cruise’.
These appointments bring a wealth of experience and strategic insight to the app’s leadership team, supporting its growth trajectory. The involvement of Hays Travel’s directors is designed to provide governance and strategic oversight, ensuring that the app aligns with both companies’ growth objectives.
This strategic alignment is expected to strengthen the operational capabilities of ‘My Kind of Cruise’, enabling it to better serve its expanding user base and meet its ambitious growth targets.
Market Trends and Audience Engagement
The app has strategically positioned itself within the travel industry by primarily marketing through social media and word-of-mouth recommendations. This approach has proven effective, with a repeat booking rate of 46% and over 58% of bookings from customers new to cruising.
The effectiveness of social media as a marketing tool underscores the app’s ability to connect with a digital-savvy audience. By tapping into platforms popular among Millennials and Gen Z, ‘My Kind of Cruise’ has successfully penetrated the market, attracting a diverse range of users.
Partnership Benefits and Future Vision
The partnership with Hays Travel offers ‘My Kind of Cruise’ a competitive edge in the marketplace. With Hays Travel’s expansive network and robust industry relationships, the app is positioned to access new markets and resources that can fuel its growth and innovation.
Sefton Monk has expressed his enthusiasm for the partnership, acknowledging the strategic advantage it provides. The combination of Hays Travel’s infrastructure, commercial influence, and experience is expected to propel ‘My Kind of Cruise’ toward a future of sustained growth and technological advancement.
Monk stated, ‘Partnering with Dame Irene and the Hays Travel team, including Jonathon and Ken, was an easy decision. It’s the perfect opportunity to work with a business partner who can provide expert advice and guidance, while strengthening our reach via their long-standing and successful relationships with their river and cruise partners.’
Conclusion of Strategic Collaboration
‘My Kind of Cruise’ is well-positioned to continue its ambitious growth trajectory with the backing of a major industry player like Hays Travel. The strategic investment is not just financial but also an endorsement of the app’s innovative approach and potential in reshaping cruise bookings.
This collaboration exemplifies how traditional travel agencies are embracing digital transformation to remain relevant and competitive in a rapidly changing industry landscape. With the support of Hays Travel, ‘My Kind of Cruise’ aims to lead the way in providing cutting-edge travel solutions.
The synergy between Hays Travel and ‘My Kind of Cruise’ showcases the potential of strategic partnerships in the travel sector.
As digital platforms gain prominence, this collaboration signals a forward-thinking approach to meeting evolving traveller needs.
