Southampton Cruise Centre has officially secured the SailorMade™ trademark as new booking data reveals bookings for Cruise & Stay holidays have surged by more than 800% during the first half of 2026.
According to internal booking data from Travel Village Group, the parent company of Southampton Cruise Centre, bookings for Cruise & Stay holidays have increased by more than 800% during the first six months of 2026, highlighting a significant shift in the way travellers are planning their holidays.
The announcement comes as Southampton Cruise Centre officially secures the SailorMade™ trademark for its exclusive SailorMade™ by Southampton Cruise Centre Cruise & Stay collection, reinforcing the company’s long-term commitment to creating expertly crafted cruise holidays that combine cruises with carefully selected hotel stays and, where required, flights.
The latest booking trends suggest travellers are increasingly choosing to make more of their time away by extending their holidays before and after their cruise.
According to the data:
- Bookings for Cruise & Stay holidays have increased by more than 800% during the first six months of 2026.
- The average Cruise & Stay holiday is now 16 nights, an increase of 23% year-on-year.
- Customers are spending an average of three nights before their cruise and two nights after their cruise, creating longer and more immersive holidays.
- Miami, Barcelona and Athens are currently the most popular Cruise & Stay destinations.
- Singapore, Tokyo and San Francisco are leading the demand for long-haul Cruise & Stay holidays.
The figures point to a growing trend among travellers who are looking to experience more than just the cruise itself, choosing instead to explore iconic cities before embarking or extend their holiday after returning to port.
Phil Nuttall, CEO of Travel Village Group, said:
“We’re seeing a noticeable change in the way people want to travel. Customers are no longer viewing the cruise as the entire holiday. They’re increasingly looking to turn it into a complete travel experience by spending extra time exploring the destination before they sail or after they return.
Whether that’s enjoying a few days in Barcelona before a Mediterranean cruise, discovering the history of Athens, relaxing in Miami or experiencing the culture of Tokyo and Singapore, travellers want to make every holiday count.”
Southampton Cruise Centre launched SailorMade™ by Southampton Cruise Centre to make Cruise & Stay holidays simpler to book, bringing together carefully planned itineraries into one seamless holiday experience designed by cruise specialists.
The company says the official trademark registration reflects both the continued growth in bookings for Cruise & Stay holidays and its long-term investment in developing a recognisable proposition that customers can trust.
Phil added:
“Securing the SailorMade™ trademark is an important milestone for Southampton Cruise Centre. It reflects the investment we’ve made in developing a proposition that customers recognise and trust.
Bookings for Cruise & Stay holidays have become one of the fastest-growing parts of our business, and securing the trademark demonstrates our commitment to continuing that investment. SailorMade™ by Southampton Cruise Centre gives customers confidence they’re booking an exclusive collection of expertly planned holidays created by people who understand cruising.”
The SailorMade™ by Southampton Cruise Centre collection has continued to expand throughout 2026, with Cruise & Stay holidays now available across Europe, North America, Asia, Australia and New Zealand.
As demand for longer, more personalised holidays continues to grow, Southampton Cruise Centre expects Cruise & Stay holidays to become an increasingly important part of the UK cruise market.
By securing the SailorMade™ trademark and continuing to invest in its exclusive Cruise & Stay collection, Southampton Cruise Centre is further strengthening its position as one of the UK’s leading cruise specialists, helping customers experience more of every destination they visit.
About Southampton Cruise Centre
Southampton Cruise Centre is one of the UK’s leading cruise specialists and part of Travel Village Group, a fourth-generation family-owned travel business established in 1959. The company offers cruises from all major cruise lines alongside its exclusive SailorMade™ by Southampton Cruise Centre Cruise & Stay collection, helping customers create expertly planned holidays around the world. Southampton Cruise Centre is ABTA bonded, with ATOL protection applying to applicable flight-inclusive packages.
