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Phil Hoffmann Travel (PHT), an Adelaide-based travel agency, is set to expand beyond South Australia with the launch of a new online cruise booking portal.

This initiative comes amid a surge in demand for cruise vacations, marking PHT’s entry into the national market. The portal will offer a comprehensive selection of itineraries from major cruise lines, bolstered by PHT’s team of experienced consultants.

Managing Director Peter Williams highlighted that this move is the first step in a broader national expansion, aiming to position PHT in a larger market. The company plans to promote the portal at travel expos and roadshows across Australia.

PHT, a founding member of the Platinum Cruise Club (launched in partnership with Brisbane’s Clean Cruising and Newcastle’s Hunter Travel Group), will leverage exclusive deals, upgrades, and onboard credits available through the club. This club provides curated cruise and land packages with access to special promotions.

The launch aligns with a notable post-pandemic resurgence in the cruise sector, driven by various demographics, including baby boomers, younger travelers, and multi-generational families. Growth is also supported by new luxury and mid-sized ships entering popular markets like the Mediterranean, Northern Europe, and Asia.

PHT, backed by ASX-listed Helloworld Travel which holds a 40% stake, employs around 200 staff across nine locations in South Australia. This investment has allowed PHT to accelerate its growth strategy, particularly in the corporate travel sector, where the agency serves several notable South Australian organizations. The restructuring of PHT’s corporate division supports growth, with the appointment of Kirstie Boulton as Corporate Operations Manager to enhance corporate travel management for SMEs.

Overall, PHT aims to capitalize on the growing interest in cruises and leverage new technologies and partnerships to expand its market share, both in leisure and corporate travel sectors.