P&O Cruises is to shorten the inaugural celebrations for new ship Azura so the vessel can earn money as quickly as possible.
P&O Cruises managing director Nigel Esdale said details have not been confirmed, but there will be fewer days in Southampton when agents and consumers can visit the ship next April as “we need to get it operating”.
The cruise operator will take delivery of the ship on March 31 with the 16-night maiden voyage of the Mediterranean from Southampton departing on April 12 2010.
Esdale said: “Azura bookings are where we want them to be,” adding that 66% of reservations are from P&O Cruises’ regulars, which also fits well with how the line wants to position Azura.
He said: “Azura is traditional P&O Cruises in a Ventura-size package targeted at past passengers and the evidence is that the message is getting through to the trade and consumers. Agents are savvy about cruising and we have a programme of on and off-line marketing to keep consumers up to date with the ship’s development.”
A traditional float-out ceremony for Azura was held at the Monfalcone shipyard near Trieste last week and the ship has been floated to a new dock, where it will be fitted out before undergoing sea trials.
Esdale said he is not concerned about the extra capacity that will be available from Southampton next year. As well as Azura, which holds more than 3,000 passengers, Celebrity Cruises will have its new 2,850-passenger Celebrity Eclipse and Cunard will have the 2,058-passenger Queen Elizabeth.
“The number of people cruising is still small, so there are a lot of opportunities to boost the market. All the evidence is that the market expands to match the capacity.”
- P&O Cruises celebrates Azura float out [Cruise Lines]
- Festive sell-out for P&O’s Azura [Cruise Lines]