dnata brings Travelbag and Imagine Cruising together to strengthen UK leisure travel portfolio

Dubai, UAE, 17 September 2026 – dnata Travel Group, the travel division of dnata, announced the integration of Travelbag, one of the UK's leading tailor-made travel specialists, into Imagine Cruising, its global cruise holiday provider.

The move brings together two highly successful dnata Travel Group brands with complementary strengths, expanding customer choice while creating a stronger platform for future growth through greater scale, shared expertise and operational efficiencies.

Customers will benefit from access to a wider range of travel experiences, combining Imagine Cruising's extensive cruise holiday offering with Travelbag's renowned land-based itineraries. Travelbag customers will also gain access to Imagine Cruising's dedicated concierge team throughout the booking and travel journey.

The move also gives Imagine Cruising its first high street presence through Travelbag's network of seven UK retail stores. The locations will be dual branded, enabling customers to access both brands' products and expertise through a single retail network.

Both brands will continue to operate under their existing names, maintaining their established teams and customer propositions.

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.

John Bevan, CEO, dnata Travel Group, said: “This integration is a clear example of our strategy in action: investing in leading specialist brands and enabling them to achieve more together than they could independently. By deepening collaboration across our portfolio, we will deliver greater value for customers while strengthening our long-term market position. Looking ahead, we will continue to identify opportunities for our businesses to realise their full potential across our global operations.”

Tony Roberts, CEO, Imagine Cruising Group, said: "Bringing Travelbag into the Imagine Cruising family is an exciting step for us. It strengthens our UK business considerably, while also adding a real boost of tailor-made experience to our offering. We’re looking forward to this next chapter together."

Nicola Richardson, Managing Director, Travelbag, said: "Our customers have always come to us for expert, tailor-made advice, and joining the Imagine Cruising Group gives us even more to offer them. It makes such sense, and we’re all really excited for the opportunities ahead."

Imagine Cruising is a global business, with operations across the UK, South Africa, USA, Australia and New Zealand. Since its founding in 2011, the brand has consistently expanded its international footprint, most recently entering the USA in 2025, while continuing to strengthen its position across existing markets.

Its product offering has grown at a similar pace, built on the belief that cruise should be paired with a meaningful stay, a rail journey or a touring itinerary rather than sold as a holiday on its own. River cruising is in particular demand, with itineraries reaching quieter stretches of the Rhine and the Danube. Alongside that, guests are drawn to packages built around exclusive experiences unavailable to independent travellers, from cultural events in Italy to private dining experiences in Vietnam and premium access to world-renowned sporting 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 rising demand for multi-centre holidays over single-destination packages. This reflects a broader shift in customer preference toward tailor-made, experiential travel.

That growth is built on more than 45 years as one of the UK's leading tailor-made travel specialists, supported by a nationwide network of retail stores, contact centres and digital channels, spanning destinations across Asia, Africa, the Indian Ocean, the Caribbean, North America and beyond. Travelbag continues to invest in its digital experience, as more customers choose to start their journey online before speaking with a Travel Specialist to plan and book their holiday.

The integration of Travelbag builds on Imagine Cruising’s international growth plan, further strengthening its position within the dnata Travel Group.

The dnata Travel Group represents the travel division of dnata. The group’s history is rooted in Dubai and the growth of its pioneering travel industry, evolving to comprise more than 15 leading international travel brands with coverage across the world. Its businesses cover all aspects of the travel industry from local travel agencies to global travel consolidators, corporate travel, destination management and attractions, airline representation services, and more.