APT is aiming for a robust 30% growth in trade bookings for 2024, riding on a wave of sales success. The company’s strategic initiatives are set to reshape its market presence.
With a 42% increase in wave period sales compared to last year, the firm plans to leverage its enhanced sales team and strategic campaigns to meet its ambitious goals.
Strategic Growth Initiatives
APT is poised to leverage its recent successes, aiming for a 30 per cent increase in trade bookings for 2024. This ambitious target follows an impressive 42 per cent rise in wave period sales compared to the previous year. The company’s strategic decision to enhance its sales team’s capacity underscores its commitment to expanding market reach and enhancing partner collaboration. “We identified a huge missed opportunity in trade and decided we needed more visibility,” explained Brad Bennetts, head of sales for the UK and Europe.
Sales Team Expansion and Impact
Under Bennetts’ leadership, APT’s UK sales team has grown significantly to support this vision. Now APT’s largest, the team comprises eight dedicated employees, each tasked with expanding the company’s footprint across various regions. This expansion has not only fortified client relationships but also attracted over 100 new agents, many of whom are collaborating with APT for the first time.
This substantial increase in personnel allows for a more targeted approach in regions previously underserved, such as Scotland, where sales have soared by 74 per cent. Such regional focus is pivotal for meeting APT’s aggressive growth targets.
Market Reception and Forward Planning
The early release of APT’s peaks campaign, launched prior to Christmas, has positioned the company favourably for the year ahead. This strategic timing capitalised on increased consumer interest during peak booking periods, enabling a strong start in January and February. “We released our peaks campaign early, which went live before Christmas,” Bennetts noted.
APT’s foresight in campaign planning ensured not only immediate sales boosts but also set the stage for sustained engagement throughout the year. However, Bennetts acknowledges the challenges ahead, despite the early successes. “We still have a mountain to climb,” he admits, reflecting on the ongoing efforts required to maintain this growth trajectory.
Looking towards 2025, APT’s offerings on new premium ships have already shown promise, with a 27 per cent rise in sales attributed to their higher price point and enhanced features. This forward-thinking approach highlights APT’s ability to innovate while staying true to market demands.
Discounting Challenges in the River Sector
Discussing industry trends, Bennetts expresses concern over prevalent discounting strategies that can undervalue products. He argues for value-based offerings, resisting the temptation to lower prices drastically. Such discounts, he suggests, can damage brand perception and undermine the inherent value of cruise experiences.
APT’s approach focuses on enhancing perceived value through added offerings, such as complimentary upgrades to balcony cabins. This not only preserves price integrity but also aligns with customer expectations for quality. “Instead of going to crazy low prices, we were able to offer free upgrades to balcony cabins,” Bennetts remarked.
Strategic Regional Focus
APT’s newfound strategic focus on Scotland has already yielded fruitful results. By specifically appointing a representative to champion this market, APT has cultivated stronger regional relationships, achieving a remarkable 74 per cent increase in sales.
Such targeted regional strategies demonstrate APT’s adaptability and responsiveness to unique market demands, showcasing the importance of localised presence in attaining broader corporate goals.
Future Prospects and Innovations
APT’s forward-looking strategies include the deployment of new vessels, signaling a commitment to innovation and excellence in cruise offerings. These additions, APT Solara and APT Ostara, reflect the company’s investment in premium experiences, set to debut in 2025.
The introduction of these ships is expected to enhance APT’s competitive edge, particularly in the river cruising sector, promising customers not only refined experiences but also maintaining APT’s market leadership.
Conclusion of Strategic Outlook
APT’s dedication to expanding its trade bookings through innovative strategies and team expansion is a testament to its robust growth agenda. By concentrating on market needs and investing in regional opportunities, APT is well-positioned to achieve its ambitious targets.
APT’s strategic focus on market expansion and innovation underscores its commitment to achieving substantial growth. The company’s initiatives demonstrate a keen understanding of market dynamics and consumer expectations.
