Phil Hoffmann Travel (PHT) is gearing up to go national, with the launch of a new online cruise booking platform marking the first major step in its expansion strategy.

Set to go live later this week, the comprehensive portal will offer an extensive range of cruises from all major lines sailing globally, similar to the detailed search and booking system of Cruiseco, which Phil Hoffmann co-founded in 2000.

Based in Adelaide, PHT’s team of consultants will provide booking and customer support for the platform, which is designed to serve as a central hub for the brand’s cruise business and will be heavily promoted at travel and cruise expos across the country.

Currently operating nine retail locations across Adelaide and the Barossa Valley, PHT is looking to extend its reach far beyond South Australia.

“We do have national ambitions and to fish in a larger pond,” said Peter Williams, PHT’s long-time Managing Director, in an interview with Adelaide’s The Advertiser.

The cruise portal is further supported by the Platinum Cruise Club, a joint initiative launched two years ago in collaboration with Hunter Travel Group’s Brett Dann and Clean Cruising’s Dan Russell.

“Cruise has really been the big winner, and right across the cruise segment, it is just growing at an amazing rate,” Williams added.