New P&O Cruises sales chief targets ‘more record-breaking moments’

P&O Cruises’ new sales chief has outlined her ambition for the brand to have “more record-breaking moments” this year by building on its relationships with the trade.

Speaking just over a month into the new role of associate vice-president, sales and distribution, Ruth Venn told Travel Weekly: “I want agents to feel that we’ve got strong partnerships and that we are easy and rewarding to do business with.

“It is really important to me to get feedback from agents and the output of all of that is more record-breaking moments for P&O Cruises.”

She said she wanted to “build on the great successes” of the last year, including entering 2025 with record occupancy, a record-breaking January sales period and summer 2027 itinerary launch in May.

“Fundamentally, we have got great partnerships with our travel agents and, for me, it’s about building on those,” she said.

“It’s not about tearing up what we are already doing but making sure we are out there to champion agent feedback and continue to strengthen those partnerships.”

She added P&O Cruises intended to do more of “what we do really well”, and “understand where there are areas where we can do better”, in part through bringing back its annual agent survey in October.

Agents have previously indicated a desire to have more opportunities to experience the product and attend frontline training, and Venn said she is committed to increasing opportunities for agents to experience the brand through its Family Day on September 13 and Shine At Sea training experiences in October and November.

She also said there was a possibility of additional Shine at Sea dates next year, in addition to opportunities to involve more agents in its partnerships with Bafta, Southampton FC and Pride of Britain.

Further to this, the line is preparing activity for National Travel Agent Day and Clia Cruise Week in September and the sales team is already planning for its wave period campaign.

The line’s new winter 2027-28 programme will also be launched soon, Venn added, with preparation for agents running throughout September.

Speaking more about the line’s deployment, Venn hailed a “successful Caribbean season” using new charter flight provider Norse Atlantic, with that partnership renewed for a second year alongside deals with Tui and Virgin Atlantic following difficulties with previous provider Maleth Aero.

 “It comes down to communication,” she said. “We don’t always get things right, and it’s how we communicate the things that we can do better.”

Venn said she believed P&O Cruises’ Caribbean programme was “best in class” with direct charter flights from the UK to Barbados and bonded baggage.

Key messages for agents and wider marketing activity will be the line’s “incredible value for money” and to “break down misconceptions” about cruising.

“I’ve been in the industry for 20 years and started as a travel agent, and the misconceptions are still very similar today as they were then, but they are so wrong,” she said.

The line aims to build upon its “really successful” Holiday Like Never Before campaign, which launched 18 months ago and aim to “break down” perceptions around time in port, entertainment, dining choice, age range, activity level and price.

P&O Cruises recently expanded its sales team with two new recruits to cover Scotland, Northern Ireland and the north of England, taking its headcount to 25 which Venn said was “the highest it has been in a while”.

She added: “We have got momentum behind us, and it is a very exciting time. I’ve got a brilliant and even bigger team and I’m excited for the future.”

“I feel really privileged to lead the sales team at P&O Cruises and when I think about my journey to get to this role, it is something I’m really proud of.

“Because I was an agent, I understand travel agents and what we can do better.”