P&O STENA Line is trying to increase its share of the business travel market by brokering corporate deals with small and medium-sized firms.
The cross-Channel operator has turned its attention to promote its business product Club Plus which entitles travellers to return tickets, entry into the ship’s club lounge, priority boarding and disembarkation, no cancellation fee and membership to the company’s Voyager Frequent Traveller scheme.
P&O’s head of sales and continental marketing David Silvey said: “The idea for really getting into business came when I heard Eurotunnel say that about 30% of its market was now coming from the business arena. We had not focused on business travel particularly well and I thought there are a lot of small and medium-sized businesses out there that have sales engineers that need their car when they travel to Northern France and Belgium.”
P&O Stena Line’s business product is now generating about £500,000 in revenue a year, which the company claims has come mainly from customers new to the ferry market.
The operator is also the preferred supplier of major business travel agents and has accounts with Carlson Wagonlit and American Express.
SeaFrance is also keen to cultivate bookings in this area. Its managing director Robin Wilkins said: “The sector is one we have identified for our direct marketing approach. A lot of business travellers using SeaFrance like to combine business with pleasure.”
Other operators have also spotted the potential, with Hoverspeed offering a product called 1st, with priority loading and unloading and a business lounge.