Ignite Travel Group (ITG) has promoted Michael Middleton to the newly created role of Global Head of Cruise. Middleton has led ITG’s cruise division since 2018 as General Manager of Cruise, driving the exponential growth of its flagship brand, My Cruises.
In this new capacity, Middleton will take the helm of global cruise strategy and operations across the group, including oversight of Cruise Club UK, based in Manchester, following Ignite Travel Group’s acquisition of the business in October last year and expanding globally.
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A seasoned leader with over 30 years’ experience in the travel industry, Middleton is recognised as a trailblazer in cruise and travel innovation. He has championed initiatives that have redefined how cruise holidays are marketed, sold and experienced, from attracting a 70% new-to-cruise customer base to launching groundbreaking campaigns such as a first-of-its-kind 371-day world cruise and the Northern Lights charter in partnership with Norwegian Cruise Line.“I’ve always believed that cruise is the most extraordinary way to holiday, and that there’s a perfect cruise for every traveller,” said Middleton explains.
“I’m proud to lead a business that is constantly challenging the status quo and finding bold, new ways to connect more people to the joy of cruising.”
Having sailed on over 100 cruises himself, Middleton brings a deep understanding of the guest experience and a personal commitment to making cruise holidays more accessible, exciting and tailored for today’s traveller.
Commenting on the appointment, Ryan Thomas CEO of Ignite Travel said, “Michael has been instrumental in taking our cruise business to new heights.
“His strategic thinking, customer-first mindset and willingness to push the boundaries have helped solidify our position as a market leader. This role reflects the global ambition of our cruise business and Michael is the right person to lead that charge.”
Under Middelton’s leadership, My Cruises has achieved significant recognition within the industry, including being named CLIA Australasia’s Multi-Location/Brand Cruise Agency of the Year 2024. While these accolades reflect the collective success of the team, Middletonl’s strategic direction and contribution have played a key role in driving this performance. His personal impact was also acknowledged when he was named CLIA’s Cruise Champion of the Year 2024, recognising his leadership, advocacy and commitment to the cruise sector.
Beyond cruise, his influence spans the broader travel industry, with Ignite Travel Group also taking home the NTIA Most Outstanding Hybrid Online Travel Agency 2024. Michael’s dedication to collaboration and industry development is further evident through his service on CLIA’s Travel Agent Advisory Board and his role as a judge for the Signature Luxury Travel and Style Awards.
With a team of over 300 staff, ITG is now expanding its cruise offering globally, with Middleton at the forefront of shaping the next chapter of cruise innovation and partnerships.
