Hurtigruten has seen a 200% year-on-year increase in UK sales, showing the “huge opportunity” agents have in selling expedition cruise, said the group’s chief executive Daniel Skjeldam.
In an interview with Travel Weekly, Skjeldam said sales have been bolstered by a normalising of the booking curve following the invasion of Ukraine, which he said “dampened” 2022 sales in key markets such as the UK.
He highlighted the “huge opportunity” agents have in selling expedition cruise as sales pick up for 2024 and 2025 sailings.
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“The invasion of Ukraine really impacted the demand patterns in Europe and the uncertainty on things like energy prices in key markets like the UK and Germany dampened sales in 2022,” said Skjeldam.
“But both the UK and Germany saw a turning point in December 2022 and January 2023 and things are coming back to normal in terms of booking horizons.
“We are seeing a trend of further-out bookings because people now feel comfortable that they will be able to travel and that is sending them to book their dream holiday further in the future, so we’re seeing bookings into 2024 and 2025.
“Hurtigruten Expedition’s UK sales are up 200% year on year and sales to the Galapagos are up 300%. There is a huge opportunity for the trade to embrace expedition cruise now.”
He went on to encourage trade partners to prioritise learning more about the expedition cruising sector – which he anticipates will see “massive growth” over the next few years – as it will put them a step ahead of their competitors.
“Since the pandemic, people desire to have an experience when they go on vacation and [expedition cruise] is an industry that will see significant growth in the years ahead,” he said.
“There is a massive opportunity for the trade to grow with the industry by becoming educated on what an expedition cruise is and sharing that knowledge with their clients, and I am sure that if they do that, they will get their money’s worth.
“Expedition is a natural progression for people who like cruising, but it is also a great option for people who don’t usually cruise but want to travel to more far-flung destinations, and the trade is a very good channel for us to find those passengers.
“I am certain that when the trade sends a first-time expedition cruise guest on our ship, they will come back and say they want more.”