DELUXE cruiseline RadissonSeven Seas Cruises has slashed its prices by between 10% and 25% in a bid to kick-start demand from the UK market.
The lead-in price of a seven-night flycruise to the Mediterranean on the company’s brand new ship Seven Seas Navigator, due to be launched this August, has been cut from ú3,140 per person to ú2,865.
And the cost of a 13-night flycruise to South America on the same ship has been reduced from ú4,410 to ú3,440.
A 14-night flycruise to New Zealand on Song of Flower now leads in at ú4,250 rather than ú4,950.
The new rates have been published in two standalone brochures, dedicated to each ship. Previously, Radisson issued US brochures featuring prices in dollars, along with an insert giving prices in sterling. The ships are also featured in a brochure issued by the cruiseline’s UK sales agent, The Cruise Portfolio.
Michael Baker, Radisson’s newly appointed vice-president of sales and marketing UK, said the move to cut prices was part of a long-term strategy to increase bookings in this UK and the rest of Europe. At present, only 2.5% of its worldwide bookings – around 850 last year – originate in the UK. Baker aims to increase this share to 15%-20%.
The move to expand business outside the US is being driven by the company’s plans to increase its fleet from three to seven ships. The launch of Seven Seas Navigator this summer will be followed by Seven Seas Mariner in 2001 and two as yet unnamed ships after that. “We haven’t had the space to expand before,” said Baker. “But at the top end of the market there are very few products competing with us.”