TRAVEL Associates has taken over Sydney’s Overseas Passenger Terminal to launch its luxury cruise season, with the brand’s signature purple gem taking centre stage at Circular Quay.
The OPT was transformed yesterday, with a larger-than-life, stylised version of Travel Associates’ destination pin.
The seven-metre-high perpsex gemstone and mirror-clad case has been designed to serve as a nod to luxury cruise design, housing an array of activations from 10 of the world’s leading luxury cruise lines – Crystal Cruises, Disney Cruise Line, Explora Journeys, HX, Ponant, Regent Seven Seas Cruises, Scenic Luxury Cruises & Tours, Silversea, Tauck, and Viking.
Highlights included a Ponant and Paspaley Pearl Showcase hosted by Vogue Australia’s Edwina McCann; an immersive pop-up of the renowned Silversea Otium Spa; a champagne masterclass hosted by John Noble with drops from Regent Seven Seas; and a whiskey and chocolate pairing by Scenic hosted by GQ Australia.
The launch was capped off last night with an exclusive dinner, which saw the 10 cruise lines serve attendees cocktails crafted around their brand.
Travel Associates General Manager Rachel Kingswell revealed the brand has witnessed a 26% increase in luxury cruise in the Australian market, with the sector making up a quarter of the brand’s sales.
Kingswell said Travel Associates’ activation came following a remarkable resurgence in luxury cruising across Australia and the globe, ahead of major consumer events in five cities around the country in the coming weeks.
“Last year, we saw luxury cruising come back in a big way but this year we’ve seen an even stronger uptake in bookings, as travellers are keen to invest more in experiences over things,” Kingswell said.
“Travel Associates was proud to take over one of the most iconic cruise ports in the world, Sydney, alongside our incredible partners, to officially launch the 2025 luxury cruise season.”
“It was incredible to be joined by Australia’s leading travel media and some familiar and famous cruise-loving faces.”
