MARKET OVERVIEW
UK & IRELAND
‘The demographics are on our side. The age bracket 55 to 70. That is where there is a lot of wealth, and they are also very curious travellers, who want to go to parts of the world that are interesting, different and bucket list. That is where the growth is primarily coming from, and we are attracting a lot of newcomers to the business. At the same time, there is a trend that we have seen in North America, and now we are seeing in the UK, of people trading up.’
He explains: ‘People are very happy having travelled on a mainstream cruise line in a premium balcony or suite and now are thinking: “If I trade up to an ultra-luxury experience, for example with Silversea, firstly, it’s all inclusive – flights, transfers, hotels etc.” – and then the space they get. Our guests get a more inclusive experience, they get a more luxury experience and when you do the maths, the gap really narrow and you tend to go to more interesting ports, purely through the size of the ship.’
Within the luxury sector, the expedition market is also of increasing importance, says Shanks. ‘We are seeing growth in Galapagos and the polar regions. People want to experience different things these days, and sometimes what they see on television, and the expedition experiences the luxury sector can offer can represent amazing value for money.’
This summer’s arrival of a second new vessel in two years for Saga Cruises represent an 80% increase in the brand’s capacity and md Nigel Blanks reports a strong performance.
‘Saga occupies a niche segment of the UK market with our vessels generating diems at the upper end of the premium range and as such our market share is relatively small,’ he explains.
‘That said, the introduction of our two new ships will see our total capacity increase by nearly 80%, and we have been very happy with the response we have seen so far. Our focus for 2020 and beyond will remain delivering a boutique cruise experience which delights our guests rather than targeting increase in market share.’
‘Spirit of Discovery’s launch in 2019 was great for the brand and has had a very
Andy Harmer CLIA UK & Ireland
James Stangroom Criuse Britain
positive impact on shifting the proposition around boutique styling and boutique cruising,’ says Blanks.
‘Whilst Spirit of Adventure will be the sister ship to Spirit of Discovery, they are not twins and will have very different interiors bringing a new look and feel, therefore our focus will be bringing these to life as well as an increased focus to improve digital and social activity in the lead up to the launch and beyond.’
With the UK’s exit from the EU now achieved, uncertainty across markets has eased and Blanks does not envisage any difficulties arising from Brexit.
‘Our cruises operate ex-UK year around and most itineraries visit both EU and non-EU destinations. We don’t envisage any material changes to either deployment or impact on our operations following Brexit. From a trading perspective, whilst we saw some impact on sales during certain periods last year, the market quickly recovered.’
Cruise and Maritime Voyages (CMV) is ready for smooth sailing in 2020 according to head of marketing, Mike Hall commenting late last year. ‘The recent announcement that we have acquired two new ships to add to our fleet has further boosted trade and consumer confidence in our traditional British cruise product.’
CMV says that 2020 is showing strong demand for the more adventurous cruise itinerary. Greenland with current public interest in climate change on a high, going to see icebergs in their environment has become a strong priority for many. Marco Polo’s Arctic & Greenland Expedition is on waitlist only with many now anxious to book for 2021, Hall adds.
Peter Shanks Silversea UK & Ireland
Paul Ludlow P&O Cruises
Optimistic soundings from industry figures are echoed by the UK’s ports and service providers.
‘Cruise Britain has continued its work to pick up the relationship building between the ports and destinations, all the service providers we have as members and the industry,’ explains the organisation’s chair James Stangroom.
As cruise lines continue to tackle sustainability issues, and invest huge sums to reduce emissions and waste, he believes ports and destinations will need to raise their game.
‘Just as we as ports and service providers may look and ask them what they are doing, so they can, legitimately, ask us what we are doing,’ he says, citing shoreside initiatives such as switching support vehicle fleets to electric power or installing solar panels on terminal buildings.
‘As Cruise Britain, we have a solid platform for sharing best practice and ensuring standards and levels of service are maintained,’ he says.
‘We try to cover as much of the market to make sure we are listening to any concerns the lines have and pass these through to the membership and make sure we as a British cruise market have got it as much boxed off as we can.’
He believes major investments in new ships for the UK market by P&O Cruises and Saga, together with the acquisition and refurbishment of older tonnage by lines such as CMV, reflects a confidence in the market and its potential for growth. ‘That also represents potential for UK ports and service providers to grow their business too,’ he adds.
seatrade-cruise.com Seatrade Cruise Review 81
PHOTO: STEVE DUNLOP
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