Customers can now earn Avios points by booking a cruise with one of World Travel Holdings’ three UK brands: Six Star Cruises, Cruise118 and Rivervoyages.com.

Avios, the reward currency of the British Airways’ Executive Club, can be collected through booking hotels, shopping, renting a car with one of BA’s partners.

Now members will accrue points by booking cruises with the WTH UK brand providing they are a member of British Airways’ Executive Club.

Members can earn three Avios points for every £1 spent. Points earned can be exchanged for flights and cabin upgrades.

Alison Earnshaw, managing director of WTH UK, said: “We’re delighted to be partnering with the British Airways’ Executive Club to bring our cruise expertise to a new customer base.”

Adam Daniels, Avios’ chief commercial officer, said: “British Airways’ Executive Club customers booking cruises can quickly and easily obtain enough Avios to book Club Europe and Club World reward flights.”