The travel and insurance group's ocean cruise prices increased by 10% to an average of £394 per day, with cabins already 79% full for the current year at a per day cost of £447. Saga's best-selling cruise is one that takes passengers around ports in the UK. The company has no cruises and only limited holiday bookings to Egypt, Cyprus, and Turkey.
Saga is well hedged for current foreign exchange and oil commodity risks for the next two years. The company sold its insurance underwriting business to Ageas in July 2025. According to a press release, Chief Executive Mike Hazell described this as a transformational year for Saga, with the restructuring of its Insurance business and partnership with Ageas derisking and simplifying its operating model.
Saga's older customer base is more affluent and resilient than the typical UK demographic, with customers having time on their hands and money to spend, which protects the business from the squeeze on living costs. This resilient base tends to travel later in the year, with the group's peak season in September and October. While other travel businesses worry about the current Middle East situation impacting summer travel, Saga's customers will come later in the year. Saga still believes in driving continued success through its travel arm, although it is mindful of the current uncertainty. The company is confident it will make at least £100 million in annual underlying profit before tax by 2030.