Norwegian Cruise Line is “putting a greater focus on the UK and Irish markets” via a restructure of its EMEA region.
The re-organisation sees the region divided into two distinct markets – one covering the UK, Ireland, the Middle East and Africa, and the other covering continental Europe and Scandinavia.
Nick Wilkinson, previously senior director and general manager for the combined region, has been promoted to vice president and managing director UK & Ireland, the Middle East and Africa.
Christian Boell will continue as vice president and managing director Europe. Both will report to executive vice president of international business development Harry Sommer.
Norwegian Cruise Line said it had experienced rapid growth worldwide during the past few years, in particular in the UK market, which is now Norwegian’s largest international market outside of the USA.
Sommer explained: “With the introduction of Norwegian Jade as the fifth ship in Europe and the increased capacity with Norwegian Getaway in the Baltic, we have increased our opportunity to sell more cruises in Europe.
“Also Premium All Inclusive, which was launched earlier this year, has been particularly well received in the UK&I and we believe the opportunities here warrant a renewed emphasis and focus on the market.”
He added: “Nick Wilkinson has spearheaded the growth in the UK&I and his promotion to vice president and managing director reflects the achievements he has made in this market.”
Wilkinson said: “It is an exciting time for Norwegian Cruise Line in the UK and Ireland.
“A combination of our fifth ship in Europe, working more closely with tour operator partners and the fantastic relationships we have with travel agents through our ‘Partners First’ initiative, has meant we have made great strides in growing our brand and customer base – and can only see greater opportunities for us continuing working closely alongside our travel agency partners.
“But I was stretched in the past and this restructure will allow me to commit more time to the UK and Ireland, plus the Middle East and Africa which are also showing really good growth.”
Wilkinson said marketing campaigns and initiatives would also become more localised and dedicated to separate markets as a result of the restructure.