The owners of Swindon-based specialist holiday firm Imagine Cruising have sold a majority stake in the business to a fast-growing Middle East travel group.
Emirates-owned Dnata Travel has acquired 51% of Imagine, which was set up four years ago. The deal, financial details of which have not been disclosed, will trigger a new phase of growth for Imagine, which has already expanded into South Africa – a relatively new market for cruise holidays. 
The deal is still subject to regulatory approval in South Africa, where both companies have interests. But divisional senior vice president of dnata’s travel business Iain Andrew told trade publication Travel Weekly this was “not expected to be a difficult procedure and should complete in April/May”.
Imagine, based on Swindon’s Lydiard Fields Business Park, has a high profile in the town as main shirt sponsor of Swindon Town FC. It signed a two-year deal with the League One side last summer. Its branding is also seen around the County Ground and on club marketing material. The firm employs more than 70 people in the UK and a further 40-plus in South Africa.
It specialises in bespoke rail and international cruise-and-stay holidays, working with major cruise operators such as Cunard and P&O Cruises, luxury rail operator Orient Express and international four and five-star hotels.
The deal with Dnata is the Emirates-based group’s latest UK acquisition – the firm has recently snapped up Travel Republic, Gold Medal and Stella Travel Services. Imagine Cruising will continue to operate independently following completion of the deal.
Mr Andrew said: “We wanted to expand our product portfolio and cruise is where we needed to develop a broader offering. This deal allows us to focus on two key areas of growth – our international strategy and also new-to-cruise.”
Dnata is already working with Imagine co-founders Robin Deller, pictured, and Natalie Legg in Dubai where the pair were hoping to emulate the success of their operation in South Africa offering cruising to a new source market.
Mr Deller, Imagine's managing director, said: “We demonstrated in Africa where there was no appetite initially, that there is plenty of opportunity as long as you offer product and market in a way that’s relevant. We saw results that were outstanding in a short period of time, so after our success there, the UAE became a clear opportunity for us.”
Mr Andrew said Imagine’s blueprint in South Africa and in the UAE could act as a springboard to launching similar cruise operations in other markets where dnata has “assets and distribution” and that these would be identified in time.
Mr Deller said the deal would also drive growth through new-to-cruise customers.
“The deal gives us the perfect opportunity to now sell cruise to Travel Republic customers. We have done a small amount of testing and the results were what we wanted, and so we can do something more significant,” he said.
It is the second time Mr Deller has established and then sold a cruise retailer to a larger player. He previously sold cruise and ski specialist Fast Track Travel to Virgin Holidays in 2007.
