Tony Roberts

Commander
DISC Type : D

Chief Executive Officer at Imagine Cruising

Winchester, England, United Kingdom

Overview

Tony Roberts is the Chief Executive Officer of Imagine Cruising, bringing over 25 years of experience in the cruise and travel industry. A Chartered Management Accountant, he has a strong record of delivering commercial results and leading change across functions like marketing, sales, and technology. People describe him as a strategic, confident, and approachable leader.

Outside of his executive career in travel, Tony is the founder and director of a property management company, indicating a personal and professional interest in real estate investment. He has also been actively involved in industry leadership, previously serving as the chair of the CLIA UK & Ireland executive board.

He has a uniquely broad background, having successfully led teams in Finance, IT, Customer Services, and Commercial operations before becoming CEO.

Personality Overview

Candid & Clear

Risk-Taker

Strong-Willed

They respond better to strong and respectful interactions.  They are very proud of what they do. They like to be in a position where they can control the conversation and terms.

Topics They Care About

Experiential Travel
Believes travelers are shifting from 'ticking off lists' to seeking deep, authentic experiences and understanding the destinations they visit, which shapes his company's strategy.
Strategic Partnerships
Aims to grow the business globally by developing strong, strategic B2B partnerships with the travel trade, cruise lines, and other tour providers.
Commercial Growth
His career is defined by delivering commercial value and driving growth, a primary focus in his role as CEO to expand into new markets like the US.

Media Appearances

Tony Roberts appointed chief executive of Imagine Cruising Group. Featured in Travel Weekly

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Imagine Cruising hires Tony Roberts as company prepares to woo .... Featured in YouTube

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Imagine Cruising promotes Tony Roberts to CEO - Travel Gossip. Featured in Travel Gossip

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Work History

1-2026
Chief Executive Officer at Imagine Cruising
4-2025 - 1-2026
Chief Commercial Officer (CCO) at Imagine Cruising
1-2025
Principal Consultant at En Theos
4-2023 - 11-2024
Chief Commercial Officer (CCO) at Warner Hotels
2-2022 - 4-2023
Vice President Global Commercial Operations, Guest Services and Head of U.K and Europe at Seabourn Cruise Line

Education

1994 - 1998
BSc from University of Portsmouth
2001 - 2006
Chartered Management Accountant from CIMA

More Information

Social Presence :

Prographics :

Exp : 25 Location : Winchester, England, United Kingdom Job Level : Leadership Designation : Chief Executive Officer at Imagine Cruising
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Insights For Selling To Tony

During A Call Or A Meeting

DO's

  • When negotiating terms, help them build an impression that they are the ones calling the shots
  • Hold your ground without indulging in one-upmanship
  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.

DONT's

  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Don't try too hard to forge relationships with them
  • Do not back off when challenged, respond with a confident, objective answer instead

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Tony is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Tony

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Tony move?

  • They can take decisions very fast if you manage to convince them.
  • Can Tony take some risk or not?

  • The risks don’t matter much to them.

You And Tony

Personality Compatibility


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