Silversea Cruises could offer flight-inclusive packages as standard once the recession is over if a free air promotion next year is successful.
In common with other ultra-luxury cruiselines, Silversea has always offered cruise-only prices, but managing director UK and Ireland Trudy Redfern said she has been pushing for the cruiseline to offer air-inclusive packages.
Redfern said: “We should think of ourselves as a luxury travel provider. People booking in the luxury market want a total package. They do not want the freedom to book low-cost airlines.
“It would mean we are acting as a tour operator and properly looking after our clients.”
Redfern said 2009 had been “challenging”, but Silversea’s offer of free flights on selected Mediterranean cruises this year has resulted in year-end revenues up 16% on what was expected, and 30% more passengers compared with 2007.
She said: “We will be taking quite a hit by offering free flights, especially as it means there will be free transfers as well, but the offer drove our business this year.”
Free flights are offered on all cruises next year. It means a 10-night cruise from Cape Town in January on Silver Wind costs from £2,438 per person, equivalent to £244 a day, including flights, transfers, meals, drinks and gratuities.
For 2010, the cruiseline is also simplifying its pricing by removing early-booking offers, advance payments reductions and Venetian Society members’ savings and rolling them into one discount.
Redfern said clients could get up to 60% off by booking early – the discount will reduce as the ships fill.
She said: “The new system is easier for agents as they no longer have to remember to apply the various discounts, but some are finding it difficult as it is a different way of working.”
Redfern said Silversea has taken on two new staff for the flight department and also one extra person in the marketing team, ahead of the 2010 brochure launch this week.
“We’re all still having to work hard, but it’s not all doom and gloom,” she added.