Seabourn has taken a strategic step by joining forces with the Association of Touring and Adventure Suppliers (Atas).
This partnership aims to fortify travel agents with the essential tools and knowledge needed to thrive in the luxury cruise sector.
Seabourn’s Strategic Alliance with Atas
Seabourn, a leading luxury cruise line, has formally announced its association with the Association of Touring and Adventure Suppliers (Atas). This collaboration is aimed at empowering travel agents by providing them with the necessary training and resources to enhance their sales performance. It is an initiative that is expected to benefit both Seabourn and its strategic partners significantly.
Lynn Narraway, Seabourn’s UK and EMEA vice-president, emphasised that the company’s unique offerings, which include immersive ultra-luxury travel opportunities to exotic and remote destinations, perfectly complement Atas’s objectives. Narraway stated, “Our aims are fully aligned with those of Atas: to raise the trade-facing profile of touring and adventure travel.” This partnership is seen as a strategic move to attract travel partners unfamiliar with cruise lines.
Commitment to Trade and Agent Partnerships
Seabourn aims to cultivate its relationships with travel agents and tour operators, which account for nearly 90% of its UK business. The company relies heavily on these partnerships for its business strategy, focusing on training and development. The business development team at Seabourn actively provides training through webinars, familiarisation trips, and consumer events.
The company’s dedication to supporting trade is further exemplified by its participation in numerous trade events and conferences. Narraway confirmed that each travel partner potentially has a Seabourn client, underscoring the importance of these partnerships. By fostering close ties with agent partners, Seabourn aims to boost agent capabilities and ultimately increase sales.
Expanding Product Offerings and Market Reach
Seabourn has been proactive in expanding its product range, launching its 2025 and 2026 itineraries ahead of schedule. This early launch is intended to meet growing client demand and includes the introduction of ‘The Collection’, a series of themed Mediterranean voyages starting in spring 2025.
The company is also preparing for the Seabourn Pursuit’s inaugural expedition voyage in Australia’s Kimberley region this summer, marking a significant milestone in its itinerary offerings. This endeavour is part of Seabourn’s comprehensive growth strategy to capture new markets and cater to a wider range of customer preferences.
Bookings for longer itineraries in destinations like Southeast Asia, Japan, and the Caribbean are already increasing. Concurrently, there’s a notable surge in interest for polar expeditions, including journeys to Antarctica and the Arctic, reflecting the growing demand for unique and adventurous travel experiences.
Innovative Marketing and Customer Engagement
Seabourn’s marketing strategy places a significant emphasis on engaging with travel agents through its trade-focused website, goseabourn.co.uk. This platform provides the latest campaign information, news, and imagery, alongside the Polar Online reservations system, offering a comprehensive resource for agents.
The company is increasingly utilising social media to enhance its trade engagement, providing updates and visual content that agents can share with clients. This approach not only helps agents stay informed but also equips them with the tools necessary to communicate Seabourn’s value propositions effectively.
Sustainability Initiatives and Future Outlook
Sustainability is a key focus for Seabourn’s expedition and adventure segments. The cruise line is investing in innovative solutions for future fuels and is committed to reducing onboard energy consumption by exploring green energy alternatives. Seabourn Venture and Pursuit are utilising Marine Gas Oil, one of the cleanest fuels available, exemplifying the company’s commitment to environmental responsibility.
Atas director, Claire Brighton, expressed her enthusiasm about Seabourn joining their ranks, highlighting the cruise line’s extensive itinerary options that are likely to attract clients seeking touring and adventure experiences. Seabourn’s commitment to trade ensures agents have unique opportunities to expand their knowledge and boost sales.
Upsurge in Bookings and Market Trends
Seabourn has witnessed a 25% increase in bookings compared to 2023, a trend anticipated to continue. The rise is partly attributed to a growing interest in multi-generational and special occasion voyages, where guests embark on memorable journeys with family and friends.
The booking peaks have been positive, with strong forward bookings extending into 2025 and 2026. This trend highlights the robustness of Seabourn’s market position and the effectiveness of its strategic initiatives in capturing new business while retaining its loyal customer base.
Conclusion
Seabourn’s alignment with Atas and its strategic initiatives position the company for continued success in the touring and adventure sector. By focusing on agent partnerships, product innovation, and sustainability, Seabourn is well-equipped to meet the evolving demands of the luxury cruise market.
Seabourn’s strategic alliances and focus on sustainability are set to drive growth and innovation.
The company’s proactive approach ensures it remains at the forefront of the luxury travel industry.
