The boss of Atlas Ocean Voyages says the “next logical step” for the new luxury expedition line is to gain a foothold in the UK market.
The Florida-headquartered operator began offering sailings last August when maiden vessel World Navigator came into service.
World Navigator completed its Antarctica season in March this year before heading to the northern hemisphere ahead of its summer programme.
The 196-passenger ship will cruise the Mediterranean, northern Europe, Iceland, Greenland and the Arctic this summer. British departure ports include Tilbury, Dublin and Leith.
Atlas president Alberto Aliberti said: “This summer is our entrée into the UK market. We’ve had a year in the US market and now our next logical step is to come here and say ‘hey guys’. The UK absolutely has potential [for Atlas].
“We’re going to run this summer as an entrée and see how it is going to go in the future.”
He added that British passengers traditionally happily sail alongside North American guests.
“Brits and Americans are comfortable cruising partners,” he said. “Our guests tend to be slightly younger clientele. We’re going to have a great mix onboard.”
Addressing the UK trade directly, he said: “Our message is we’re offering a luxury cruise experience in a relaxed environment devoid of any pretentions.”
He went on to say the onboard atmosphere was akin to a “country club at lunchtime, rather than at dinner”.
Reflecting on the line’s first year, he said: “It has been a very successful for those that have travelled with us. The product is being accepted.
“Some [Summer 2022 sailings] has been booked strongly, [but] on many departures but we took a real hit when the war started in Ukraine.”
Aliberti said the line is trying to be “more aggressive” with its land programme offering which includes land treks and safaris.
He outlined how the line had managed to attract passengers from other “adventure cruise” operators.
US trade sales range between 25% and 30% versus direct bookings, said Aliberti. But he pledged to grow agent bookings in both the UK and US this year.
Agents can sail with the line for an “an extremely reduced” rate as part of Atlas’ Seminar at sea programme.
Aliberti (pictured) explained that as many as 20 US agents have joined a sailing so far. “We’ll extend this [rate] to British agents,” he said. “This will be on cruises in Europe this summer.”
But he added the number of cabins available to the trade was based on occupancy levels. “We’ve had to cut off one or two sailings so far,” he said. “It’s harder in Antarctica where the demand is so strong.”
World Traveller – the line’s second vessel – will launch in November this year before World Seeker, World Adventurer and World Discoverer are due by 2024.
More: Atlas Ocean Voyages performs first legal Antarctica weddings