Norwegian Cruise Line (NCL) recognises the substantial benefits of engaging directly with travel agents, leading them to expand their UK trade sales team.
Following the restructuring of its trade team earlier this year, NCL is set to further enhance its presence in the UK market.
UK Expansion Plans
Norwegian Cruise Line (NCL) is strategically expanding its UK trade sales team in light of the burgeoning advantages of direct engagement with travel agents. This initiative follows a significant restructuring at the beginning of the year, which saw the introduction of two new field-based roles and a training-focused position for industry expert Laura Croft.
Gary Anslow, Regional Vice-President and Head of UK and Ireland for NCL, has indicated that further enhancements to the trade team will be disclosed shortly. Anslow stated, ‘We see the UK as a growth market for NCL, not just on the back of the organic growth that we get because of the capacity increase [from new ships], but because we value the UK guest – they are a good guest to have on board.’
The Importance of Personal Contact
Trade sales currently make up two-thirds of NCL’s bookings in the UK. Agents’ efforts have propelled the brand to a record high this year.
‘We will go into 2025 in our strongest sold position on the back of the strongest sold position going into 2024,’ noted Anslow, highlighting that the booking curve has been advanced in recent years.
Shifting Booking Trends
Anslow noted a continued increase in the booked lead time, a trend the company has actively pursued by making products available for sale as early as possible. ‘Our booked lead time has continued to increase which is something we’ve been aspiring to by bringing our products on sale as early as possible,’ he added.
This strategy positively impacts on-board spend, with early bookers tending to choose premium accommodations and spend more during their cruise. ‘It’s in our interests and in the interests of our trade partners to be bringing those early bookings in,’ Anslow said.
NCL’s approach is evidently paying off. Trade partners are encouraged to secure early bookings, which benefits both the company and its agents.
A Showcase for Trade Partners
Gary Anslow has revealed plans to host 1,550 UK agents on the inaugural sailing of Norwegian Aqua in spring 2025. The three-day round-trip cruise from Southampton is designed to give trade partners a comprehensive experience of the latest Prima Plus class vessel.
‘It’s going to be a great three days,’ Anslow remarked, adding that invitations will be sent out soon. The event aims to enable agents to fully engage with NCL’s offerings firsthand.
Key Market Segments
Recent trends in the UK market highlight a rise in solo travellers and the popularity of multigenerational trips, representing key areas for NCL’s growth.
The new-to-cruise market is also a focal point for NCL. According to Anslow, ‘Once guests understand the value proposition of cruise, it becomes very clear why it’s such an ideal choice for a holiday.’
NCL’s model, which offers flexible dining options, appeals particularly to new cruisers who might find traditional models less attractive. ‘Where NCL steps in is I believe we’re the easiest to convert land-based holidays into cruise-based holidays,’ noted Anslow.
Conclusion
Norwegian Cruise Line is taking strategic steps to bolster its UK trade sales team, recognising the immense value of direct agent engagement. With plans to reveal further expansions and initiatives shortly, NCL is positioning itself strongly within the UK market.
As the industry evolves, NCL’s proactive approach reflects a deep understanding of market dynamics and a commitment to providing exceptional value and experiences to its guests.
Norwegian Cruise Line is strategically increasing its UK trade sales team to harness the benefits of direct agent interactions.
The company’s forward-thinking approach underscores its commitment to growth and excellence in the cruise industry.
