Agent membership of the Association of Cruise Experts has been boosted to more than 3,000 after Tui Travel became the latest company to sign up.

The leading retailer, which incorporates all Thomson and First Choice shops, has joined Thomas Cook as a member of Ace.

The decision caps a massive recent expansion of Ace, formerly the Passenger Shipping Association Retail Agents' Scheme, that has seen membership grow five-fold in the past two years.

Andy Harmer, business development director of Ace, said: “The addition of Thomson and First Choice is an endorsement of the work undertaken by Ace in providing exceptional cruise training. 

“This significant increase in membership means we can further invest in the specialised training and support offered to agents. 

“The greater the number of agents selling cruise in a knowledgeable and experienced manner can only benefit the industry. Research shows that 62% of first-time cruisers will book again, so the key is to get them onboard in the first place.”    

Meanwhile, the organisation is preparing for its first National Cruise Week in September during which all members will be encouraged to hold cruise events for customers in their stores.

Ace had devised dedicated cruise training courses, promotional packs and event ideas for agents. It will be promoting the week through the consumer media. 

Harmer added: “A record 1.5 million Brits are expected to take a cruise this year and National Cruise Week is a great opportunity for agents to grow their business.

“Cruising is becoming ever more popular but there are still some misconceptions about the industry, so inviting customers to a cruise event is an ideal way to show that there really is a cruise for everyone.

“The choice now offered by companies is immense; there is a cruise to suite all ages and all pockets. You can find intimacy or full-on fun, snow or sun, desert or jungle, relaxation or activity – the choice is truly endless.

“Cruise companies have been very supportive and I am delighted with the response to date from agents. National Cruise Week is an unmissable opportunity for us all to raise still further the profile of cruising and build on our success to date.”