Havila Voyages reaffirms UK trade commitment after direct bookings statement

Havila Voyages has clarified its commitment to the UK trade, after stating in its second-quarter earnings report last week that it would “prioritise direct bookings” moving forward.

The Norwegian coastal specialist, which operates four hybrid ships between Bergen and Kirkenes, made the statement while referring to forward bookings for the rest of 2026 and 2027.

In response, chief executive Bent Martini clarified that the approach to the UK market would be different from other global markets.

More: Havila to prioritise direct bookings despite ‘power of trade’ pledge

He said that “a healthy, well-developed B2B network” remained “essential” to the business’s long-term success, adding: “While we sell through a number of different channels across the globe, in the UK we are committed to investing in our B2B partnerships and working even more closely with the trade going forward.”

Martini said the operator was increasing its investment in UK trade partnerships, attending more trade events than ever before, and had developed a programme of ship visits for the coming months.

The company appointed Robin Griffiths as its first strategic account manager for the UK trade in May 2026, while global head of sales Matthew Valentine confirmed in December 2025 that there were plans to invest in headcount and trade events to build stronger relationships.

Martini added that three new hires had been made in the US, UK, and Germany focused on developing trade business, and stated the ambition for the UK market was to “make it easier for trade partners to sell our product”.

“Our B2B partners are an important part of our future,” he said. “We value the role they play in reaching customers and growing our business in international markets, and we look forward to continuing to invest in these partnerships and grow together.”

Previously Martini said he would always want to retain the business’s overall 50-50 split between direct and agent or operator sales as the company grows, while aiming to be carbon neutral by 2028 and emission-free by 2030.