An up-market travel specialist is on track to boost turnover to about £1 million after seeing business soar by 45 per cent in the past year.

Blue Water Holidays, an international cruise operator based in Brook Street, Skipton, has had a record-breaking year in 2010 And the company, which has 25 staff, said bookings were also ahead of target for 2011, with the average value of holidays bought increasing by 27 per cent, producing an average commission of £420 per booking.

Blue Water, which started out in 1997 as a web design company, conducts all its business online with no paper transactions.

Juliet Peters, sales and marketing director, said this has been key to its success. She said: “Although we are based in Skipton, we’re an international business booking people on cruises from all over the world.

“Because we started as a technology-based operation which moved into travel we’ve always operated as an online business.”

The firm’s workforce includes web designers and programmers who have created bespoke systems which ensured Blue Water Holidays moved away from the traditional travel agent model.

While some travel companies have struggled Blue Water has continued to grow and expand.

Its business focuses mainly on high value customers who regularly book two-week cruises costing £10,000 for two. One of its holidays is two week cruise to the North Pole costing £34,000 for two.

Juliet Peters said: “Recent events are proving that the days of the old-fashioned high street travel agent are numbered, but we know that there is definitely an important place for forward-thinking agents in the modern travel industry.

“Our system of delivering advanced technological solutions combined with excellent customer care gives the customer the personalised solution to their holiday needs with maximum efficiency.”

She added: “Travel agents need to move with the times. We heard agents complaining at the recent Abta conference about one company sending e-tickets rather than printed tickets – whereas we welcome this.

“We prefer to work with cruise lines who offer up-to-date systems with online availability and paperless invoicing and ticketing. We have the systems to provide the customer with a smooth journey through their booking, so we appreciate operators who can do the same.”

The company has customers in 150 countries for all types of water-based holidays including river and ocean cruises, coastal voyages, expedition cruises, luxury cruises and self-drive boating holidays in the UK and Europe.