Oceania Cruises identifies growth potential in UK market

Oceania Cruises’ chief commercial officer has said there is “nothing but upside potential” for the UK, with the line having launched several initiatives to make things “easier and simpler” for the trade amid plans to increase advertising in the market.

The line’s itineraries through to April 2028 are now open for sale six months earlier than its typical launches and the seven-night round-trips to Alaska are expected to be “a huge draw” for UK passengers.

Oceania Cruises chief commercial officer Nathan Hickman said: “I am convinced we have nothing but upside potential [for the UK market].

“What you will see in the year ahead is increased visibility when it comes to our consumer marketing, especially TV, that we’ve tested out over the last year.

“What we’ve seen has been very promising, so you’ll see us lean in there more, because if we can raise awareness from a brand level in the consumer marketplace, then that business will come through the doors of our travel partners.”

With four new ships in a new class coming to the fleet, starting with Oceania Sonata in 2027, Hickman stressed the line needed to move from “consideration” to “awareness” in its marketing and work more with agents.

“That is a strong objective,” he said. “The great thing is that only helps bring new customers to our travel partners who are our salesforce and the face of Oceania.

“We have nothing but growth coming, so we can’t do it on our own.”

Read more: Oceania Cruises targets more trade partnerships to support fleet growth

Hickman hopes the introduction of the line’s Best Value Guarantee, enhancements to its onboard inclusions and simplification of its onboard sales structure will help agents.

He called the Best Value Guarantee “a big statement” and it provides customers and agents with the promise that if a later promotion provides a better price for a booking, the lower price will be honoured.

The choice between a shore excursion credit or beverage package, including beer, wine and champagne during lunch and dining hours, has been added to its inclusions within the “Your World Included” core offering.

In addition, the new onboard sales structure offers a minimum 5% discount if a cruise is booked onboard, regardless of category or sailing, with commission going back to the agent who made the original booking.

Another change has been around the number and type of promotions launched to make it easier for agents to “tell the story” to their customers. 

“When the team looked at it, they said we have too many promotions in the marketplace and too many different kinds of promotions, so they have worked really hard to simplify the marketing or the sales message, especially with our partners,” Hickman said.

He said it had “really helped see a huge change in momentum”, and would continue to be a focus in the future.

“We want to make things easier and not harder, so when you add all of that together, I think it makes for a great constellation,” he said.

He added that the sales team would start working with agents around the launch of the next new ship Oceania Sonata in November and December this year, with a separate sales launch for its itineraries “most likely” coming in January 2026.

Hickman promised new dining venues and new suite categories on the first ship in the new class due to “high demand”.