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Dubai Dnata Travel snaps up Imagine Cruising

Dubai based holiday operator Dnata Travel has bought a majority shareholding in luxury UK holiday and cruise firm Imagine Cruising. The sale went though yesterday and gives Dnata a 51 per cent holding in the Swindon company.

Commenting on the acquisition, Dnata senior vice-president Iain Andrew said the partnership still had to be endorsed by South African authorities. He continued by saying this was only a formality and should be authorised over the next month or so. Both firms have operations in the African country.

Mr Andrew offered no comment when asked about the cost of the majority shareholding. Instead, he explained that Dnata had collaborated with Imagine Cruising’s founders when they were starting out in their Dubai operation.

He added that Dnata had been very impressed with what Robin Deller and Natalie Legg had to offer and in the end decided to cement the partnership. Mr Andrew expounded on the benefits of the new partnership by saying it would give Dnata an opening in the passenger cruise market and enlarge its holiday portfolio too.

Imagine Cruising’s director Deller also lauded the new association and stated it would enable the company to spread beyond its current African and Middle Eastern spheres of operations. He continued by saying since its inception just four years ago, Imagine Cruising had gone from strength-to-strength with its expertise in identifying potential customers and giving them what they wanted.


Mr Deller gave an insight into the way Imagine worked to back up his claim. He explained that the firm offered a basic service as a sales agent for cruise ship operators. He added that Imagine offered additional enhancements where holidaymakers could tack on extra nights at holiday resorts or islands.

The firm also offers custom-built holidays giving people the chance of merging what would normally be different trips into one. Mr Deller said people could book themselves a holiday which incorporated an Alpine odyssey and a Mediterranean cruise with travel in between on the Orient Express train.



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