Oceania Cruises aims to fortify its presence in the UK by collaborating with a broader spectrum of travel agents. Enhanced marketing and training initiatives are on the horizon to support this growth.
Currently, the UK contributes approximately 6% to Oceania’s total business. Nikki Upshaw, the senior vice-president of global sales, highlights opportunities for expansion.
Strategic Focus for 2024-25
A key objective for Oceania Cruises in the coming years is to increase the number of travel advisors in the UK. Upshaw revealed that the company is focusing on diversification and expanding its advisory network.
New training modules are set to be launched later this month. Additionally, marketing plans are in development for late 2024 and 2025 to drive more clients to travel agencies. The UK team has grown as Oceania invests further in the region.
Introducing the Allura Ship
Agents will get the chance to explore the new Allura ship, scheduled to set sail in the Mediterranean from July 2025. This vessel will be Oceania’s eighth and the second in the Allura Class following Vista.
Allura’s itinerary will cover the Mediterranean, North America, and the Caribbean with Miami as its homeport during the winter season. The ship will feature the Aquamar Kitchen and an expanded Baristas coffee bar.
“We are expanding Baristas as we noticed how much everyone liked that area,” said Upshaw. The expansion will include a creperie to offer guests a larger space to socialise.
The Cruise Connoisseur Club
Launched 15 years ago, the Cruise Connoisseur Club honours travel agents with special events and direct access to senior leadership. Agents receive benefits such as advance notice of promotions and a dedicated phone line.
“Agency sales yield higher and have a higher repeat factor than direct bookings,” said Upshaw. She emphasised the value of travel advisors’ insights and personalised recommendations.
More events are planned for consumers to visit Oceania ships with their agents. “There’s nothing like touching it,” noted Upshaw. Agents gain commission if clients book on board during these events.
Technological Enhancements for Agents
Oceania Cruises has rolled out improved booking technology for agents, although further updates are anticipated. Agents can look forward to more streamlined processes in the near future.
The company introduced free gratuities and enhanced sales and marketing promotions at the beginning of the year. These initiatives aim to boost brand awareness and drive bookings in the UK market.
Future Fleet Expansion
In addition to Allura, two more ships are expected to join the fleet in 2027 and 2029. These vessels will likely feature larger sizes with increased penthouses and suites, as well as additional dining options.
Upshaw commented on recent travel trends, observing that clients are less inclined to compromise on their travel experiences post-pandemic. “We’ve made it easy to upsell clients from veranda to concierge level, and from concierge level to penthouse,” she remarked.
Higher price points not only result in more commission for agents but also lead to greater customer satisfaction. “It is rare for someone to regret spending more for a penthouse,” Upshaw added.
Sales Performance and Market Trends
Oceania Cruises experienced a slowdown in sales during April and May, yet witnessed a significant recovery in June and a promising start to July. This positive trend is expected to continue as new initiatives take hold.
In alignment with emerging consumer preferences, Oceania Cruises is strategically enhancing its offerings to cater to a more discerning clientele.
Oceania Cruises is poised for significant growth in the UK market through strategic partnerships with travel agents and enhanced marketing efforts. The introduction of the Allura ship and upcoming fleet expansions highlight the company’s commitment to innovation and client satisfaction.
With tailored training programs, advanced technology, and a customer-centric approach, Oceania Cruises aims to strengthen its market position and deliver unparalleled travel experiences.
