Panache Cruises launched in July 2020 during the pandemic and is a cruise specialist focussing on the sale of Elite Ocean, luxury river, expedition and yacht-style cruises.

Whilst selling cruise holidays is not a new business opportunity - the mainstream cruise industry has grown exponentially over the last 25 years - focussing on solely on luxury and ultra-luxury cruises, offering exceptional levels of customer service is not the norm.

Panache Cruises wants its business to go above and beyond what is normally expected from a cruise agent, on a daily basis. It doesn't hide behind the fact its is a direct sell operation. So, for example, it doesn't have an IVR (press 1 for this 2 for that), a customer calls, the phone rings and it gets answered. They encourage customers to reply to marketing emails, no ‘do not reply’ emails from the company are used. EVERYONE in the business is accessible to customers, its managers are never in a meeting or unavailable and James, the founder and MD, is always happy to speak or email customers promptly.

The long term goal of the business is to be the largest seller of luxury cruises by 2027.