Travel Associates has launched Cruise Boutique to offer Australians specialised advice as well as curated cruise and travel experiences. Initially there are 14 outlets, expected to expand to 20 by the end of the year.

Owned by Flight Centre, Travel Associates has more than 100 locations and most consultations are done by appointment, regardless of budget.

Last year Flight Centre axed its popular Cruiseabout brand with a plan to rebrand as Travel Associates in a bid to create leisure “super networks”.

At the launch event at Sydney’s Aria Restaurant on Tuesday night, Danielle Galloway, Flight Centre Travel Group general manager for premium leisure brands, stated: “With new ships, new ports and new cruise destinations coming online continually, we couldn’t think of a better time to launch the Travel Associates Cruise Boutique brand in the Australian market.”

Many of the consultants are past and present Cruise Lines International Association (CLIA) masters or ambassadors, Princess Commodores and alumni of cruise line training programs including Holland America Line, Regent, Royal Caribbean, Silversea, Seabourn and Uniworld.

Cruise Boutique stores will retain Travel Associates’ signature purple doors and striking design features.