A boom in the popularity of cruises will pay off for one specialist North Yorkshire business. Julia Breen looks at Sealand Cruising.

You no longer have to win the Lottery to experience a holiday on a cruise ship. And rather than staying on board drinking tea and eating cucumber sandwiches, today's cruises are a far cry from the retirement holiday image they once had.

Today, cruises are more active, with rock climbing - though the cliff is a funnel - taking part in a Mardi Gras procession down a replica of New Orleans streets, or even ice skating.

Sealand Cruising, based in Brompton-on-Swale, near Catterick, North Yorkshire, is riding the bow wave of a cruising revolution.

Last year, for the first time more than a million people in the UK went on cruises.

Sealand general manager Kelvin Marsh said: "There are a lot of people out there who still believe you have to win the Lottery to take a cruise, but as it becomes more and more popular, it is just not the case.

"There are an increasing number of ships now - some cruise lines are launching a ship a year for the next five years - and that is bringing the overall costs down.

"The market is really flexible and you can do anything now, from a two-night party cruise for £199 to ten days in the Caribbean for £1,000.

"If you count cruising as an all-inclusive holiday, it is completely unique. You can go to eight different islands in the Caribbean in one trip."

And the cruise market for younger people is also expanding. Ocean Village, owned by P&O, is aimed at the 18 to 30 group.

Another cruise company, Costa Cruising, has an average passenger age of less than 40.

Sealand managing director Ray Merry has developed software called Cruise Solver, which will search a database of cruises and match them with the customer. The company is selling the product to other operators.

Mr Marsh said: "There are similar products, but nothing as extensive as this. It is unique to us."

He said the company was targeting potential customers who book their trips through high street travel agents.

"It is just not the same," he said.

"We know about cruising, we have all been on them. One of the advantages we have in the marketplace is that if you go to a high street travel agent, all they can do is show you a brochure and talk you through what is in the brochure.

"Our staff have made over 300 ship visits and we know what they are like, and which ships will suit which customer.

"Our marketing director is one of the UK's leading cruise experts - the trade Press always call him for his expertise."

Two weeks ago, Sealand Cruising held an opening ceremony at its new premises - and Ian McNought, captain of the QE2, was there to perform the honours.

The next plan is to break the US and European markets - particularly cashing in on the strong tradition of cruising in Southern Italy, where many cruises sail from Genoa.

Once restrictions on selling holidays to foreign tourists is lifted in 2007, Sealand is going global, opening an office in Florida and four in Europe.

Company directors Ray and Jean Merry have been working in the travel industry for more than 16 years, but began specialising in cruises about seven years ago.

Mr Marsh said: "They had always loved cruising, even when they were in general travel, so it made sense to break away from the norm and specialise."

In ten years' time, turnover is expected to be as much as £100m.

One of Sealand's main competitors has a turnover of £150m a year, but is based in the South, where cruising is more popular.

"We want to build the biggest cruising centre in the north of England," said Mr Marsh.

"Our private clientele ranges right across the scale, but we treat everyone exactly the same.

"One of the successes of the company is, if someone comes in to spend £200 on a two-night cruise we treat them exactly the same as if they are buying a round-the-world cruise.

"That two-night cruiser might, after all, be next year's world cruiser."

Sealand relies a lot on the Internet, with 15 specialist cruise websites targeted at cruises for younger people, luxury trips, and a separate website for disabled cruisers.

It offers corporate cruising, which is growing in popularity, and is chartering a ship for the Monaco Grand Prix.

Cruise companies have spotted the opportunities the world of business represents and offer facilities to companies that include 1,800 seater theatres and nine-hole golf courses.

Some ships have ice rinks that convert into basketball courts each day.

Mr Marsh said: "One ship has an exact replica of New Orleans right down the centre of the ship, with a Mardi Gras carnival held every night.

"Others offer a country house hotel feel and cater for just 90 passengers, sailing around the Scottish Islands, which appeals to many businesses.

"Cruise ships are floating resorts, and the liners are becoming more and more imaginative."

For more information about the company and its cruises, visit www.sealandcruising.com