P&O Cruises’ new trade brochure containing sailings up to March 2020 has a newcomer section to help “demystify” cruising.
Alex White, P&O Cruises sales vice president, said itineraries, particularly those in Dubai and Arabian Gulf, in the brochure are aimed at enticing new-to-cruise customers onboard its ships.
The brochure is currently being distributed to the trade ahead of the launch of the winter 2019/20 programme on March 21.
The winter 2019/20 programme includes a full season of Dubai and Arabian Gulf cruises, an extended Caribbean season and a new Northern Lights sailing.
White said he hopes P&O Cruises will be seen as a holiday company not just a cruise line by offering “more choice of destination”.
White said: “I think offering more choice of destination absolutely plays into that.
“We knew that there is great demand for land-based holidays in Dubai and the Arabian Gulf so that is why there is an extended season there.”
A newcomer section, appearing for the first time in a P&O Cruises brochure, will give ‘explainers’ to passengers who have not cruised before.
White said: “The newcomer section talks about what they can expect on a cruise and the dress code.
“It demystifies things about the cruise.”
Travel agents signed up to P&O Cruises loyalty scheme, Shine Rewards Club, launched last year to coincide with the start of Wave sales period, can access rewards for selling cruises which feature in the brochure.
White hailed the success of Shine, adding that 71% of P&O Cruises sold had been logged on to the scheme’s portal.
He said: “We have seen levels of engagement that are unprecedented. The level of engagement has exceeded our expectations.
“Our key partners have engaged with Shine, but so have the agents that we are looking to work with.
“It is reaching the audience that wants to sell sailings to new to cruise [passengers].”