Voyana, a new tour operating and cruise brand, created specifically to respond to consumers’ massive demand for luxury independent travel officially launched yesterday.

The company, which describes its offer as ‘independent travel, expertly packaged’, is providing a comprehensive portfolio of travel options to 27 destinations worldwide, from which customers can build dream holidays.

Voyana is the inspiration of directors behind Globe Corporate Travel Group - which was founded in 1985 and became a leading tailor-made tour operator - and the UK’s leading cruise wholesaler Cruise Direct - established in 1997. Both are now absorbed into the Voyana brand.

The company is featuring holidays to destinations including the Indian Ocean, Southern Africa, Europe, the Arabian Gulf and the Far East, together with value-for-money, luxury cruises on all the world’s best-known cruise lines.

Voyana’s aim is to combine an unrivalled bank of air, hotel and sightseeing choices with expert advice from trained destination specialists, to ensure travellers can confidently package their perfect itinerary.

The launch is in response to the dramatic increase in demand for independent travel in the UK holiday market, with more people now booking separate travel components (59%), than package holidays (30%).

Mark Van Straten, managing director at Voyana said: “The travel market is on fire with demand for independent holidays - but consumers don’t want their fingers burned. Even traditional package destinations such as Spain are seeing an increase in independent travellers (up 30% in 2003), and a decline in packages (down 4% in 2003).

“We’ve created Voyana because we know millions of consumers wish to create their own holiday experiences, rather than take mass-market packages, but require the support and knowledge of holiday experts to guide them to their dream booking.

“Whether travellers just want guidance on a beach break in paradise, or wish to build more complex itineraries, such as a twin-centre break, or to include add-ons, such as walking with elephants or swimming with Black Tip sharks, then we’re here to give them the confidence to buy what they truly desire.”

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