The strength of sales in early 2007 will determine when P&O Cruises starts selling its inaugural programme on what will be the largest ship built for the UK market when it debuts in 2008.
The leading UK cruiseline, which unveiled details of the 3,600-passenger Ventura for the first time last week, said its focus will remain on 2007 sales during the busy, early-year period – known as the wave period – to avoid the possibility of a pre-Ventura booking lull.
Commercial director Nigel Esdale said he did not want mixed messages in the marketplace during the critical early year period with 2007 summer and winter cruises competing for prominence with the Ventura summer 2008 programme.
“Given the scale of what’s going to begin to come through in 2007 when we put Ventura into the marketplace, it’s very important we get off to a strong start in 2007,” he said.
“We will be gradually ramping up Ventura but overall the weight of activity will still be directed to that more immediate task for 2007.”
P&O Cruises will spend £3 million on television advertising during the wave period.
Esdale said the plan is to have Ventura, which will increase P&O Cruises’ capacity by 30%, on sale in the second quarter of 2007 but that the strength of the market will determine exactly when.
He said as P&O Cruises’ capacity has increased over the years the pattern of bookings throughout the year has levelled off but the first two months of the year remain critical.
“The peak is still there but all the troughs have been filled in so we see a more consistent level of activity. We find working with travel agents is critical to our success.”