Holland America Line bosses have shared plans to increase the line’s calls at UK ports to boost its share of the British cruise market.
The line said it plans to engage more with UK agents to help it become a bigger player in the market, as it sees “great potential” to expand its reach.
Nico Bleichrodt, president of international sales, told Travel Weekly he would like to see the line add UK ports to some of its sailings departing from the Netherlands to try to tempt those British travellers who wish to avoid taking a fly cruise.
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“We are discussing opportunities to have more Brits embarking on our ships and looking at itineraries where a cruise departs from the Netherlands and can stop in the UK,” he said.
“It is in discussion and I hope to see it happen, although it will unlikely be before 2025.
“The UK is the second largest cruise market in Europe and we want to be part of it. It requires a lot of marketing and investment but there is great potential for our brands in the UK market.”
Karen Farndell, UK director of sales and marketing, shared her intentions to welcome agents on board while the ship is docked in the UK next year.
Farndell, who has been in the role a month following her departure from Princess Cruises, said: “We have a few trips touching UK ports next year which is an opportunity to get agents on for the day so they can experience HAL for themselves.
“Agents play an important part in getting the message out about HAL, particularly in the new-to-cruise market which we want to focus on.
“We need to make sure we are doing everything we can to support agents so they understand our product.
“I am keen on having a tailored approach when engaging with agents and I want them to come on board and experience HAL for themselves.”
Bleichrodt confirmed there will also be fam trip opportunities from next year.
“We need agents,” he said. “Our product requires a lot of knowledge to sell so we want to do more ship visits and fam trips, including fams to Alaska in 2023.
“We had to pause ship visits due to the pandemic, but we want to organise more of them as our brand is all about story telling so it is key to get agents on board.”
He added: “Seeing is selling and that can’t be forgotten. If you experience it you can sell it better.”