Launched in February 2025, the free-to-use Cruise Globe app has made it possible for travelers to track their entire cruise history. With more than 155,000 users and 750,000 logged cruises — and counting — it's one of the fastest-growing apps in the cruise industry. Now, The Cruise Globe is also reinventing how cruises are sold.
The company’s new dedicated cruise travel agency, affiliated with Global Travel Collection, the premium host agency at Internova Travel Group, has already surpassed $1.35 million in cruise sales.
A notable difference between The Cruise Globe and other agencies is that none of its founders — Matthew Jones, Will Ellison and Emma Le Teace — are travel advisors themselves. Instead, two members of the team have experience building startups: Jones, the son of two former Cunard crew members, as well as Ellison. Le Teace (also known as Emma Cruises), meanwhile, is one of the world's biggest cruise content creators. The combination of their knowledge and experience is what makes the innovative business model work.
“I think the fact we haven't been cruise agents is actually an advantage, because we aren't wedded to a certain way of doing something,” Jones said. “Sometimes it's great to come with a fresh perspective.”
That they did.
Once upon a time, clients visited a brick-and-mortar travel agency and sat across from someone who showed them brochures. But the internet made it possible for travelers to book vacations for themselves, though often at the expense of the personalized service and expertise an advisor can provide. The Cruise Globe offers the best of both worlds.
The Cruise Globe founders Will Ellison, Matthew Jones and Emma Le Teace are not travel advisors themselves.
2026 The Cruise Globe“We’re sort of building a travel agency in reverse,” Jones said. “We started with a massive audience, and now we're building the structure to be able to book cruises for those people.”
We’re sort of building a travel agency in reverse. We started with a massive audience, and now we're building the structure to be able to book cruises for those people.
For Le Teace, who started creating cruise content in 2016, it’s also a welcome opportunity to direct travelers to reliable advisors who specialize in cruises.
“People ask who they should book through, but I've never had a good answer — and it's not something I've been able to do as a one-person YouTube channel,” she said. “But thanks to the success of The Cruise Globe, it’s something we can do. That’s an absolute win all the way around.”
The Cruise Globe Difference
Capitalizing on the successful app already used by thousands of cruisers to track their cruise history, The Cruise Globe's advisors can review a client's favorite cruise lines and past itineraries, then recommend destinations and ships that match their interests. And while the agency relies on AI-powered tools to streamline the pre-planning process, guiding a client through the actual booking is always person-to-person.
“It would have been very easy for us to add a booking form to the app, but we very deliberately wanted to build an agency with real people who are experienced cruise agents, because that human relationship is so powerful and so valuable,” Jones said.
We very deliberately wanted to actually build an agency with real people who are experienced cruise agents, because that human relationship is so powerful and so valuable.
Advisors would normally need to start the booking process by asking if clients have cruised before and which cruises they liked or disliked; however, the agency’s advisors already have that information.
“From minute one of the first conversation, our advisors have knowledge of what the client has done before — so, we're essentially in a position to start the conversation a few steps down the road,” Jones explained. “We already have the context, so that allows us to have more of a personal conversation. It ends up being more about building a relationship than fact finding.”
Cruise content creator Emma Le Teace can now confidently recommend experienced advisors to her followers.
2026 The Cruise GlobeA social-media-style “following and follower” component is expected to launch in the next couple of months, allowing cruisers to keep track of each other’s travels. Soon after, users will also be able to submit cruise reviews.
“We can see everything they've done before, and that's great, but when we start adding reviews, we'll be able to see what they liked and disliked about each of those cruises,” Jones explained. “In an instant, an advisor can steer [them toward] what they’re likely to like next — and [away from] what they're not likely to like. That's when we can use technology in a really effective way.“
Jones added that following other cruisers on the app creates another valuable dynamic within The Cruise Globe community.
“The reality behind booking cruises is that often it's a FOMO [fear of missing out] effect, where you've seen what a friend has loved, and that prompts your booking decision,” he said. “It's an emotional or sentimental purchase when you book a vacation, and it should be.”
