NEWS — SPECIAL REPORT
AGENTS RUN RULE OVER BRITANNIA
“The ship is very classy. It has a taste of P&O’s heritage while also being very contemporary. I’m
impressed – the design of the ship is phenomenal.”
Geoff Ridgeon, Fred Olsen Travel
“There is a great tempo and energy about the ship. It’s perfect for the brand and it definitely raises
First-timers: Britannia ‘will make newcomers reappraise cruising’
Britannia will help push the cruise market forward and bring more new-to-cruise holidaymakers into the sector, according to P&O Cruises’ Gerard Tempest. He described the new vessel as a ship “designed by Britain for Britain”, after the line sought the opinions of 20,000 people during the design process to establish the requirements for “a cruise ship for modern Britain”. Tempest, P&O’s chief commercial officer, said the line was also able to tap into 178
Crew members enjoy the launch events in Southampton
No matter how much we describe the feeling you get on this ship, it is vitally important agents experience it for themselves
years of heritage and that using a single design company, Richmond International, rather than several had ensured the interior design
flowed throughout the vessel. “This is an exciting step for the UK cruise market because we want to bring in more newcomers to cruise than ever before,” he said. “Cruise is such a fabulous
holiday, offering fantastic destinations and experiences. “Now Britannia will be a
significant marker to help make people, especially those that have an inaccurate perception of cruise, reappraise whether a cruise holiday is right for them.” Tempest added that the ship
represented a “step change for P&O Cruises and a step forward for the UK cruise market”. He said “seeing is believing” when it came to getting the trade onboard Britannia and that it was important to offer agents the chance to experience the new look and feel first-hand. “We want to get them as
excited as we are,” said Tempest. “And no matter how much we describe the feeling you get on this ship, it is vitally important agents get to experience it for themselves. “Only then can they understand
why it so different from everything else in the market.” ❯ Letters, page 29
the bar. It will help us sell at higher price points because it commands a higher price point and that’s great for us.” Dave Mills, Iglu Cruise
“It’s not typical P&O Cruises, and I don’t think it will appeal to all of the line’s existing customers. I think
cruisers already going with Princess or that level of line will be interested in Britannia. It’s not too suited to families; couples will enjoy this ship more.” Ian Gilder, Adore Cruise
“It feels much more like a hotel than any other ship I’ve been on. It’s like a boutique hotel and I think that
will attract new business for P&O Cruises.” Karen Doyle, Thomson
“The brand has grown with time and this ship reflects where P&O needs to be in the market. The older
ships have a homely feel to them and I think people will still go back for that. The new-to- cruise market will love this ship – it’s modern-day sophistication.” Kirsty McIntosh, Cruise1st
12 March 2015 —
travelweekly.co.uk • 15
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