MARKET OVERVIEW
Saga Cruises’ Spirit of Discovery debuted in Dover in 2019
UK & IRELAND
Future-proofing T
By Tony Storey
he cruise industry’s incessant drive to innovate, backed by sophisticated research and analysis, underpins the continued growth of the UK and Ireland market, according to leading industry figures.
After passing the two million passengers a year milestone, further growth has been widely anticipated as the sector looks ahead to 2020.
‘Surpassing the 2m mark was a very significant milestone as it illustrates how cruise has become a major player in the UK and Irish travel sector,’ says CLIA’s Andy Harmer, svp, international travel trade membership and director UK & Ireland.
‘This is only the second European market to reach over 2m and only the fourth globally,’ notes Harmer.
‘Guests having access to social media and being able to post pictures of themselves at sea or in destinations allows the industry to ensure that the way we are perceived is actually quite accurate. Showcasing some of the shows and entertainment and some of the ports of call is great for people to Tweet and add to their Facebook timeline. Again, we are reaching an audience that we did not 10 or 15 years ago,’ the svp points out.
Harmer believes the industry must ensure that customers are aware of the significant
seatrade-cruise.com
investments being made and the positive impacts being achieved.
‘For example, LNG power. We must explain why it is an enhancement and why it is being used,’ he says.
His views find favour with P&O Cruises svp Paul Ludlow who will this year introduce the line’s first LNG powered ship into service.
‘Iona will be the first new launch for P&O Cruises in five years and will be the most environmentally efficient ship in P&O Cruises’ history,’ he says.
Ludlow acknowledges the competitiveness of the UK market and the increased capacity opening up with P&O’s own 2020 debut being just one of several new products arriving in the UK market this year. Iona will be followed by a sister in 2022 with fellow Carnival UK brand Cunard welcoming a fourth ship to its fleet the same year.
Against that background, how big is the change to secure new business?
‘This is essentially about research and understanding how to consistently exceed the expectations of our guests. Our continuous market insight identifies who and where our future guests are. Our research provides insight on how to inspire consumers to consider going on a cruise for their holiday when sitting down at the
kitchen table deciding what to do for their next trip.
‘We carefully create itineraries to inspire discovery and offer a wide range of varied experiences to suit newcomers and experienced guests alike.
‘Experiences ashore are hugely important to potential guests,’ says Ludlow.
‘To exceed guest expectations, we’re constantly reviewing and developing excursions, insight shows that people want to get under the skin of a destination and have more authentic experiences led by individual native experts. By challenging the perceptions and misconceptions about cruising we are working to tackle this head on which will encourage and inspire new people to try it,’ he explains.
‘We also have to be disruptive in our channel strategy and position the brand in places we would not ordinarily be seen to drive awareness and consideration.’
Luxury brands continue to grow their share of the UK and Ireland market.
‘The market is growing significantly,’ reports Peter Shanks, Silversea UK and Ireland md.
‘In the UK market, it is one of the fastest growing sectors,’ Shanks tells Seatrade Cruise Review.
Seatrade Cruise Review 79
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