Expedition cruise lines ‘must highlight differences for sector to grow’

Expedition cruise lines must get better at communicating their differences to agents if the sector is to continue to grow at pace.

That is according to key industry figures who discussed the opportunities and challenges during a round-table discussion hosted by Clia. The eight-strong panel agreed there was “a real energy” about expedition cruising but highlighted challenges around awareness and marketing.

The one agent on the panel, Mundy Cruising managing director Edwina Lonsdale, said: “Expedition now is like mainstream cruise in the 90s where you had to explain the concept before you got to the brand.

“There is quite a low awareness of different brands and values, and a very low understanding of why different things should cost different amounts because it’s all expensive.”

She added that “the question of putting the right people on the right product” remains because “differentiating is so difficult”, despite high engagement from the trade.

Lynn Narraway,  UK and EMEA vice‑president at Seabourn, echoed these views. “The biggest challenge is to get travel partners to understand the differences between the brands and how there’s something for everyone, like there is for hotels and the ocean side of the industry,” she said.

Anthony Daniels, Ponant UK and Ireland general manager, and Craig Upshall, Albatros Expeditions sales director for the UK, Europe, Middle East and Australia, said operators should focus on explaining the differences in onboard features, rather than the shore experiences.

Daniels called on operators to showcase the scientific research on expedition vessels more prominently as it has “positive credentials”. 

Upshall suggested consolidation of lines “may be coming” in the future because of the growing number of new operators entering the market.

Jos Dewing, co-founder and chief executive of ExplorEarth, a platform showcasing expedition cruises, also urged operators to speak more about their work in citizen science as “it cuts through to agents”. He said: “People can ask if it’s greenwashing. But it is an amazing thing as an army of scientists do research that no NGO or institution could afford to do.”

He said he felt for agents new to selling expedition cruise, saying there was a “lot of noise” to navigate.