Havila Voyages plans to expand UK trade distribution

Havila Voyages’ sales chief has outlined plans to expand the operator’s trade distribution and hire a head of sales in the UK to grow its footprint in the market.

Speaking on board the Norwegian coastal specialist’s first biogas and battery-powered sailing, which hosted five UK agents, global head of sales Matthew Valentine told Travel Weekly the line “wants to invest in the UK market and grow the team as we are hoping to be more proactive than reactive”.

He revealed the majority of UK sales come through direct channels due to “a lack of awareness” and having “such a lean sales team”, but added he was awaiting “final approval” to recruit a new sales head based in the UK whose remit would include attending trade events to grow awareness.

Valentine described the UK as a “core market” and the “main target” for growth for the specialist, which was founded in 2017 and has a fleet of four new-build ships sailing between Bergen and Kirkenes, adding he was “in discussions with a lot of people” about distribution deals.

He said: “I want us to have stronger relationships with the main consortia and other big partners to have opportunities with each other.”

Valentine added “a big priority” for 2026 would be organising more agent trips, as well as enhancing the line’s trade page with more training resources and launching an app with online check-in and excursion booking capabilities.

While the majority of Havila’s UK customers book 12-day round-trip voyages in winter to see the Northern Lights, Valentine pointed to growing interest in spring and summer bookings.

Looking further ahead, he said the specialist intends to begin the process of selling flights, as many agents are keen to book Atol packages.

Elsewhere on the sailing, chief executive Bent Martini said Havila Voyages would always want to retain the business’s overall split between direct and trade sales as the company grows, while aiming to be carbon neutral by 2028 and emission-free by 2030.

He said: “We need this balance between direct and agent or tour operators of 50/50.

“It works for us as agents and tour operators are building our platform and we are very focused on building that cooperation.”