CustomCruises.co.uk, claims to have a revolutionary new product in the UK market, that is, a live, fully dynamic cruise booking website with real-time prices and availability that is the ultimate easy-to-use service for both holidaymakers and travel agents.

Such is the strength of the fully integrated booking engine that runs the site, the company claims it will be able to offer the most comprehensive and competitive cruise prices in the UK – from the value end of the market right through to the luxury cruise product.

Behind the new venture is Ken Lockley, formerly managing director of cheapestflights.co.uk, which was sold to Co-operative Group subsidiary Travelcare in 2003. He said: “We all know that the biggest growth market in travel is cruise, and the biggest growth within that market is the new customer. This product is purpose built to capitalise on that sector, thereby attracting a much wider audience.

“It will do that by making the process of booking a cruise so easy for users, and for the first time it will appeal to customers who wouldn’t normally consider cruise.

“CustomCruises is such a unique piece of dynamic packaging software, it will provide never before seen, live cruise availability and prices matched with live charter and scheduled flight prices, from low cost airlines through to flag carriers.

“This means two things: firstly, we’ll be able to offer the biggest ever range of cruises with millions of journey permutations; and secondly, we will be providing the most competitively priced cruises in the marketplace.

“The vast majority of cruise booking interfaces are reliant on a secondary check to ensure a package matches up, for example manually matching cruise itineraries with flights. However, with CustomCruises.co.uk what you see on screen can be booked there and then, at that live price,” Lockley said in a prepared statement.

According to CustomCruises.co.uk, the new site will have the most package permutations of any cruise booking website on the market and will seamlessly allow users to be fully flexible on adding flights, hotels and transfers. Furthermore, through intelligent design, it will assist users every step of the way to ensure the best and correct itinerary is built every time.

Ken Lockley added that some travel agents, particularly young counter staff, are intimidated by cruise and as a consequence lose valuable business for their agencies or rely heavily on large discounts to close the sale. “This system with its vast stock and content database will take users every step of the way, putting them back in control of the sales process, and finally seeing something currently unheard of in cruise, a healthy profit margin,” Lockley said.