NEWS SPECIAL REPORT
Nathan Hickman (left) and Steve Odell
Oceania expansion O
ceania Cruises is planning to partner with more UK agents and expand its sales
team to support its continued capacity growth. The line’s fleet now consists of
eight ships following the launch of the 1,200-passenger Oceania Allura, which embarked on its maiden sailing from Trieste to Athens on July 18. In addition, Oceania has four
ships on order, which will form the new Sonata Class, the first of which
will be the 1,390-berth Oceania Sonata, due to set sail in 2027. Speaking on board Allura on
its shakedown cruise, Steve Odell, senior vice-president for international sales, said the line is considering introducing a business development team for the UK market. “As we grow, we’ll need more
feet on the ground because we’re an agent-driven organisation,” he said. “You’ve got to keep good service
levels, so we’re going to need more people, and I would see that coming in business development.” Currently, 75% of the line’s overall
sales come through the trade. Chief commercial officer Nathan Hickman added: “We have four
10 31 JULY 2025
We have to expand and find new partners and new markets – that’s the opportunity
and Nordic markets as targets for expansion. Hickman added that some
ships on order, which is significant growth, but Vista and Allura have already represented a 50% increase in capacity since 2022. “We’ve worked with the same
partners for a long time; now, because we’re adding capacity, we have to expand and find new partners and new markets – that’s the opportunity.”
older ships in the fleet would be “repurposed” after the new Sonata Class vessels enter service, but overall, there would still be net growth in capacity that “needs to be addressed” through new trade partnerships and marketing strategies. He said the capacity growth
would give Oceania “more flexibility to offer a wider range of sailings”, including shorter seven-day cruises. Hickman also said Oceania’s focus
AGENTS’ VIEWS ON OCEANIA ALLURA
Chander Prakash, managing director,
Cruise2.com “The sailing was a glimpse into the future
of luxury cruising. Oceania has not only upheld its high standards of service but also raised the bar for dining, design and guest experience. A standout for me was dining at Red Ginger – I can’t stop thinking about the spicy duck and watermelon salad.”
Jonny Peat, senior commercial manager for cruise, Advantage Travel Partnership “The service was
attentive but not intrusive, and the interiors stylish and polished. Experimental learning is a clever way to draw in the curious traveller and the Culinary Centre, where you can have a masterclass tailored to your itinerary, is a real highlight.”
Emily Jacobs, assistant manager, Fred Olsen Travel, Felixstowe “I knew Oceania Allura was going to feel
luxurious but I’ve been blown away by everything on board. It has been such a privilege to be immersed in all the dining experiences, have an amazing cabin and experience the service on board. The line really does take pride in its food.”
Line targets more agent partnerships as Oceania Allura sets sail. Ella Sagar reports from Trieste Odell highlighted Asian, Benelux
was increasingly “luxury with choice” or “à la carte luxury” rather than premium, with passengers able to customise inclusions. He added Oceania Cruises is also
planning to put its seasons on sale earlier to encourage agents to “make the most of early pricing”. The line’s 2027-28 itineraries are due to go on sale on September 17, meaning that winter series will be available to book about six months earlier than usual. The Sonata Class ships will have
capacity for 1,400 passengers but more space per passenger than Allura Class vessels, a higher staff-to-guest ratio and a wider range of suites.
travelweekly.co.uk
PICTURES: Heather Coronel; Sarah Lucy Brown
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