RADISSON Seven Seas Cruises is targeting a significant increase in business from the UK as part of an initiative to generate more sales outside its core US market.
President and chief executive officer Mark Conroy said the move followed a increase in capacity for its fleet.
In addition to the Seven Seas Navigator the company is launching Seven Seas Mariner in 2001 and Seven Seas Voyager in 2002.
“At present, 95% of our business comes from North America – the US, Canada and Mexico,” he said. “We are now making a push to get more business from Europe, especially the UK. In addition, the UK is our number one market outside North America.”
The UK accounts for around $4m of Radisson’s $165m annual sales. However, Conroy wants to see that rise to $20m over the next three years.
The company’s overall goal is to increase the total sales generated in non-North American markets to 15% by 2002 and to 20% by 2005.
In order to promote growth in the UK, Radisson plans to launch a brochure dedicated to the market next year. This will contain UK price, airport and package information.
Meanwhile, a new promotional film is being produced for early 2000. And agents are being offered 50% funding deals for marketing projects.
Basic commission is 10%, but there is the opportunity to earn override commission of up to 15%.
“We will reward people who run proactive promotions,” said Conroy. “The days of sitting in your office waiting for the telephone to ring are over.”
n Radisson is offering customers who book a cruising holiday in 1999 or 2000 a $200 credit per cabin if they make a booking and deposit their payment by credit card on the same day.