National Geographic-Lindblad Expeditions sets out market leader ambition

National Geographic-Lindblad Expeditions is aiming to become the “number one expedition brand” in the UK through an increased focus on the trade.

The co-brands have existed for more than 20 years but only launched to the UK market last year through appointed general sales agent Fred Holidays.

Speaking at an event attended by 50 members of the travel industry on board the ship National Geographic Endurance in London, chief executive of Lindblad Expeditions Natalya Leahy said: “Expansion in the UK market is one of my big strategic priorities and a significant growth opportunity for us.

“I truly believe that given the brand recognition of National Geographic and Lindblad Expeditions’ undoubted expertise in expedition markets that no one can match, it can become number one expedition brand in the UK.”

When asked about a timeframe for the goal, Leahy, former president of Seabourn who joined Lindblad Expeditions in January, said she believed the expedition operator would make “significant progress within the next 12 months” through introducing the brand to more UK agents.

The biggest challenge to meeting that aspiration was not the number of competitors, she added, but communicating their points of difference.

“When guests are looking for a truly deep destination experience holistic from culture to nature, culinary experience and art, that is us,” she said. “If guests are looking for more of a taste of a destination and ultra-luxury experience on board or relaxing, there are a number of other brands who play in that segment.”

Leahy also stressed National Geographic-Lindblad Expeditions had the largest product range, from rivers to traditional polar offerings and warm-water expeditions, in more than 70 countries across all seven continents.

While the average age of passengers for the line is currently about 60 years old, she highlighted growing trends in solo, multi-generational and young professional travellers booking.

She added the operator would always “err towards adults” but that it was “well-positioned” to serve these trends with dedicated solo cabins, improved Wi-Fi connection on board and its Explorers In Training programme for younger travellers.

On average, a quarter of passengers on sailings in Alaska and the Galapagos in the summer are younger than 16, which can rise up to 40% on certain voyages, she revealed.

Another “big business opportunity” Leahy identified was groups and charters, with incoming improvements to its respective programmes, as she sees its smaller-sized fleet as “perfect for groups, family travels and private charters”.

Leahy added the fleet will grow from its 21-ship total, made up of 12 owned ships and nine charters.

She said “never say never” regarding an order for newbuild ships, adding the company had just purchased two new vessels in the Galapagos so was “open to both” options in future. 

Leahy promised agents more UK-specific incentives, webinars, training with its expedition team and fam trips to help understand the offering.

“We are incredibly committed to this market and travel partners,” she insisted. “We are here to help support, educate, listen to feedback and make sure it’s winning growth for both of us.”

Pictured: National Geographic Endurance arriving by Tower Millennium Pier to host agents.