Arena Travel acquires The River Cruise Line and Diamond Rail Holidays brands

Arena Travel has purchased The River Cruise Line and Diamond Rail brands.

The announcement follows news Diamond Shortbreak Holidays Ltd had ceased trading ‘due to financial difficulties’ on March 15.

Arena Travel managing director Steve Goodenough said they aimed to continue to operate as many of the brands’ 5,000 booked holidays as possible in 2017.

All 52 UK based staff and a further 26 based overseas will be made redundant.

Diamond Shortbreak Holidays is based in Market Harborough, Leicestershire and has been operating holidays throughout the UK and Europe for 19 years.

Goodenough said: “The acquisition was supported by the cruise lines who operate the popular Lady Anne and Serenity ships that are exclusive to The River Cruise Line.

“Both will be working closely with Arena with the aim of operating the vast majority of planned sailings for 2017.

“Our aim is to provide the same rail or river cruise holiday on the same date and at the same price to as many of the 5,000 who have booked a holiday for the season ahead as possible.

“Thanks to the financial protection in place, customers will be covered for any loss of money.”

Goodenough reassured trade partners and customers that their bookings will be safe.

He said: “We’d like to reassure agents and the loyal customers of The River Cruise Line and Diamond Rail Holidays that their bookings will be safe and that we will be working hard to minimise disruption through this period of transition.

“We appreciate that this can be a worrying time, but our intention is to retain and build the River Cruise Line and Diamond Rail brands, and to ensure that their portfolio of river cruises and escorted rail tours continues to operate to the usual high standard.

“Arena Travel has been established for over 40 years and our expertise in special interest holidays means that there is a great synergy between the brands and customers of both companies.

“We look forward to an exciting future, developing business with our trade partners, group organisers and individual customers”.