Saga Group reported its interim results for the six months ended July 31, 2026. The group’s underlying profit before tax of £47.7m for ocean cruises is up 38 percent from the prior period, supported by strong customer demand.

Customer satisfaction remained strong with a transactional net promoter score (tNPS) of 82 and a repeat booking rate of 68 percent.

For river cruises, Saga reported an underlying profit before tax of £6.0m, up 54 percent from the prior period. This was supported by additional capacity following the launch of the Spirit of the Moselle in July 2025.

In the report, Mike Hazell, Saga’s Group CEO, said: “Our simplified approach to business has brought strategic clarity to our decision-making and ensured customer focus is our number one priority.”

Roger De Haan, non-executive chairman at Saga, said: “Cruise customer demand for our luxury ocean cruises remained strong. Our focus is now shifting towards per diem optimization, while maintaining load factor levels.”

“In a cruise market that is generally seeing significant price inflation, we must continue to offer customers excellent value for money while maintaining exceptionally high levels of customer satisfaction.”

Advanced bookings for Saga’s Spirit of the Lorelei have been strong ahead of its planned launch in 2027, the report added.

According to De Haan, the river cruise business’s positive results reflect the popularity of the company’s excursions and onboard service.

The group’s ocean fleet includes the Spirit of Discovery and Spirit of Adventure.

The river cruise portfolio consists of 10-year charters for the Spirit of the Rhine, Spirit of the Danube and Spirit of the Moselle, alongside one other shorter-term charter.

Plans for further vessels beyond 2027 are also in development.