Hays Travel invests in millennial and Gen Z-focused cruise booking app
Hays Travel Group has invested in app-driven agency and cruise booking platform My Kind of Cruise, which claims to be able to complete reservations in less than two minutes.
Launched in 2022, My Kind of Cruise has 303,000 users across mobile app, tablet and web platforms. It said more than half of these “are millennials or Gen Zs”, with repeat bookings averaging 46%.
It is claimed the technology is the world’s first fully bookable cruise app and My Kind of Cruise said almost 60% of bookings were from customers new to cruising.
Featured brands include Ambassador Cruise Line, Holland America Line, Fred Olsen Cruise Lines and Royal Caribbean International.
Sefton Monk, My Kind of Cruise founder and chief executive, said: “As a tech consultant and cruise fan, I had seen a gap for an app that would simplify and modernise booking a cruise for people in my generation who are used to doing pretty much everything on their phone.
“In March 2020, I was wondering what to do with myself. So unable to make banana bread, I got cracking on the app. Two years later we launched, and the response has been incredible.”
Speaking to TTG earlier this year, Monk revealed the brand’s plans for this year would involve launching in the US and introducing river cruise product.
Hays Travel’s Dame Irene Hays said: “When we first met, we were so impressed by Sefton and his innovative approach. Making the decision to invest in his growing business was the obvious next step.
“We are delighted to be on board and look forward to supporting My Kind of Cruise’s growth ambitions."
Two Hays directors, chief operating officer Jonathon Woodall-Johnston and finance director Ken Campling, will join the My Kind of Cruise board to support growth ambitions.
Monk added: “Our ambition is to move beyond the UK cruise marketplace and diversify our product offering to appeal to all sectors of the public, including those new to cruise.
“To scale up well, we need access to experience, as well as financial support, and were impressed by the drive and ambition of the Hays team, who continue to grow and innovate in the travel arena.
“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.
“Who better to give us the access to the infrastructure, commercial buying power, and business acumen we need than the UK’s largest independent travel agent?”
My Kind of Cruise’s team of seven includes former Tui, First Choice and Scott Dunn director John Wimbleton.
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