Ponant is actively enhancing its sales framework in the UK, targeting significant growth. The French cruise operator aims to streamline operations and build stronger foundations to position the UK as a key market.
Anthony Daniels, Ponant’s new GM for the UK and Ireland, leads the brand’s efforts in revolutionising its approach. Daniels intends to fortify Ponant’s presence through strategic initiatives that enhance engagement with UK travel agents and improve operational efficiencies.
Ponant is gearing up to expand its sales team in the UK as a part of its growth strategy. The decision comes as the brand recognises the significant potential in the UK market, and seeks to enhance its engagement with travel agents. By increasing its headcount, Ponant plans to alleviate operational pressures and advance its market positioning.
Another short-term objective is to relieve the administrative and marketing burdens on the sales team. By recruiting a new team member, Ponant seeks to empower on-the-ground staff to concentrate on building relationships with agents, especially those who align with Ponant’s ethos and offerings.
Ponant has hosted various events this year to strengthen agent relationships. Moving forward, the focus will be on customising experiences that offer substantial value to agents, enabling them to sell Ponant cruises more effectively.
Daniels notes the tendency of clients to book holidays well in advance, often a year or more. This trend is complemented by a successful later booking market, showcasing Ponant’s resilience and appeal across different consumer timelines.
Collaborative efforts with agents will explore how to better engage with potential clients outside Ponant’s usual sphere. The goal is to enhance connections with broader consumer demographics while leveraging agent expertise for high conversion rates.
Daniels expresses commitment to advancing Ponant’s UK initiatives, explaining that strategic hirings and optimisations in operations are anticipated to yield significant results. These efforts are integral to establishing Ponant as a leading cruise line in the region.
Hiring new talent to reduce the administrative workload of sales representatives is essential. This strategic move aims to allow sales personnel to devote more time to nurturing relationships with promising agents, ensuring Ponant’s value proposition is comprehensively conveyed.
Ponant is poised for remarkable growth within the UK market. By enhancing its sales team and refining agent experiences, it aims to elevate its brand presence. Strategic initiatives underline Ponant’s commitment to dominance in the UK cruise sector and showcase its ambition to become a leading choice among discerning travellers.
