A new chapter for Kreuzfahrtberater.de: The company becomes part of the Hays Travel family

Ahrensburg/Hamburg, July 29 2025

The acquisition by the UK's largest independent travel agency creates a strong partnership for the expansion of the online cruise business.

Kreuzfahrtberater GmbH, alongside its complementary companies Cruise.co.uk and Seascanner – part of Victoria Travel Group Limited – has been acquired by British travel agency Hays Travel. This makes the UK's largest independent travel agency the new partner for the expansion of the online cruise business.

The transaction is the first online travel agency acquisition in Hays Travel's history and a significant milestone for the north east headquartered company. The acquisition significantly strengthens Hays Travel's presence in the international cruise market and supports the group's strategic growth ambitions in a rapidly growing global segment. For Kreuzfahrtberater.de this opens up new strategic prospects with additional momentum for growth in a dynamic market segment.

With the transaction, the previous majority owner Bridgepoint, one of the world’s leading quoted private asset growth investors, is withdrawing from the Victoria Travel Group. In recent years, the group has built up an excellent reputation for its digital-first approach, expert cruise content and excellent customer service. In the last financial year, Victoria Travel Group achieved a transaction volume of £252 million – proof of its strong market position and customer loyalty in the UK and Germany.

As part of the acquisition, Chris Gardner, Victoria Travel Group Chief Executive, will continue to lead the business, alongside Carl Tromans, Group Chief Financial Officer, Tony Andrews, UK Managing Director, and Tom Reiter, German Managing Director.

Dame Irene Hays, owner and Chair of Hays Travel, said:
“We have been hugely impressed by the strength of the Victoria Travel Group. Their innovative approach to online cruise retailing and the calibre of their management team make Victoria Travel a compelling addition to our business, which aligns with our cruise strategy and growth ambitions.” 

“We are delighted to welcome Chris, Carl, Tony and Tom to our Hays Travel group; they share our values and are all exceptional at what they do. We look forward to working alongside them, exploring opportunities and learning from each other as we seek to continuously improve the choice, experience and value we offer our customers.”

Chris Gardner, Victoria Travel Group Chief Executive, said: 

“We’re delighted to be joining the Hays Travel family. Their values, customer-first approach, and long-term vision align with ours. This partnership opens up exciting opportunities to grow our brands and deliver even more value to cruise customers in the UK and internationally.”

Tom Reiter, managing director of Kreuzfahrtberater.de, says:
„We are looking forward to continuing our successful journey as one of Germany's leading cruise OTAs alongside our existing colleagues in the UK and the team at Hays Travel.“

Jonathon Woodall-Johnston, chief operating officer of Hays Travel, and Jo Rzymowska, a respected cruise industry leader and non-executive director of Hays Travel, will contribute their experience and strategic insight to the Victoria Travel Group board.

About Hays Travel

Hays Travel is the UK’s largest independent travel agent, with almost 500 branches across the UK and 4,500 employees. Customers trust Hays Travel for its friendly and professional colleagues, and it was voted the nation’s favourite for a second year, winning three gold awards at the British Travel Awards 2024: Best National Travel Retailer, Best Travel Agency for Cruise Holidays, and Best Retailer for Forex/Travel Money. 

Hays Travel is a family-owned business that values its people, customers, and the communities where it operates. The group is committed to training and developing its people, which this year include more than 600 apprentices and graduates, and each year every branch receives £500 to invest in local causes. The Hays Travel Foundation has donated over £2m to help young people reach their potential across health, sport, the arts, and education.

About Kreuzfahrtberater

Kreuzfahrtberater.de is a leading online cruise agency based in Ahrensburg, near Hamburg. Since 2003, the company has been successfully connecting travellers with a wide range of ocean and river cruise lines. Known for its expert advice, independent recommendations and strong customer focus, Kreuzfahrtberater.de has built a trusted reputation in the German-speaking market. As part of the Victoria Travel Group, the company also offers its own curated cruise packages in addition to cruises from all major cruise brands.