OF THE 11 new ships to enter the cruise market this year, P&OCruises’ new vessel Aurora is the one the UKtrade most eagerly awaits.
The 1,860-passenger ship, which joins the fleet in May, is the only one of this year’s new builds that is aimed specifically at the UK market.
In launching the ship, P&O is breaking new ground with the introduction of several features which have so far only been seen on ships which cater mostly for US passengers.
These include 24hr dining, a virtual-reality centre, 40% of cabins with private balconies and a retractable roof called a magradome over one of the ship’s two pools, making it suitable for all types of weather.
The ship is the first in a building plan over the next four years, which will see five new builds join the fleets of P&O and its subsidiary Princess Cruises.
P&Omanaging director Gwyn Hughes said:”The cruise market has been growing and we anticipate that it will continue to grow.
“We need to make sure we have modern ships and we want to strengthen our presence in areas where we do not have that much exposure, such as the Caribbean and the Mediterranean.”
The cruiseline has published a standalone brochure covering Aurora’s maiden season and a larger brochure featuring itineraries for Aurora and the three other ships. Aurora will carry out a traditional ex-UK programme in the first season, focusing mainly on the Atlantic Islands and the Mediterranean.
Hughes added:”It takes P&O one step further in terms of providing a range of products for our clientele.”
Cruise specialists are looking forward to the launch of the ship. Atlantis Travel manager Jeremy Scott said:”Lots of ships are being launched this year but Aurora will be the biggest influence in the UKmarket by far.
“At the end of the day, everything that P&O and Cunard do is going to be the most important because they are both UK cruiselines. They have the biggest impact on us. Royal Caribbean International might bring out the biggest ship in the world, but it is not that important to the UKmarket.
“P&Owill only be selling Aurora in the UK. This year the ship will operate 38 cruises, that’s a potential of 74,000 customers who can be booked.”
The new ship has allowed P&O to extend the range of cruise itineraries it offers for 2000 from 53 to 76, helping it to fight off competition. Rivalry is hotting up this summer, with both Airtours and First Choice basing a ship in Southampton to offer ex-UK itineraries.
Airtours in particular has challenged the stuffy image of the traditional UKcruiselines, which has prompted P&O to make a few changes to its operations, including a management team restructure in March 1999. And agents have noticed the difference.
Scott said:”P&O is waking up. The old P&O was so agent unfriendly. It never used to talk to agents. Now it is offering lots more agent incentives and chances to go and view the ships. That helps us to sell the product.”
P&O’s four vessels on order cost a total of £2.5bn and will enter service between October 2002 and May 2004.
Four of the ships will be for P&O’s Princess Cruises subsidiary, which caters mainly for the USmarket, while the fifth will join the P&O fleet. When completed, the order will bring the number of ships in the combined P&O/Princess fleet to 16, 11 for Princess and five for P&O.
P&O Cruises
Products: three cruiselines – P&O Cruises, Princess Cruises and Swan Hellenic.
P&O Cruises: caters for the UK market, operates mostly ex-UK itineraries. Its ships include Arcadia holding 1,448 passengers; Oriana holding 1,822 passengers and Victoria, holding 704 passengers. The Aurora, with a capacity of 1,874 passengers, is due to be launched May 2000. One 2,600 ship on order, as yet unnamed, to be launched in spring 2004.
Princess Cruises: caters mainly for US market. Its fleet is Grand Princess, 2,600 passengers; Ocean Princess, 1,950 passengers; Sea Princess, 1,950 passengers; Dawn Princess 1,950 passengers; Sun Princess, 1,950 passengers; Regal Princess, 1,590 passengers; Crown Princess, 1,590 passengers; Royal Princess, 1,200 passengers; Sky Princess, 1,200 passengers; Pacific Princess, 638 passengers. On order are four 2,600-passenger ships and two 1,950- passenger ships.
Swan Hellenic: one ship Minerva specialising in historical and archaelogical cruises.