Travel agents are “key” to wooing new-to-cruise customers, say sales bosses onboard P&O Cruises’ newest ship, Arvia, which hosts a star-studded naming ceremony in Barbados today (March 16).
The 5,200-passenger ship will be named by godmother Nicole Scherzinger, with agents in the UK able to watch the event live and enter a competition to win an Arvia cruise; 1,000 Shine points; or tickets to a ‘spectacular’ Arvia event on April 30.
Eight travel agents from the UK are onboard to join the celebrations which also feature pop star Olly Murs and radio DJs Sara Cox and Trevor Nelson.
There are also two agents on board from Hays Travel, who are accompanying passengers who travelled on a charter flight from Bristol.
Rob Scott, sales, marketing and brand vice-president, said: “Arvia is a step-change for us as a brand – travel agents are very impressed.”
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He highlighted new speciality restaurants such as Green & Co, 6th Street Diner, the first rum distillery at sea, the cruise line’s first swim-up bar and the retractable SkyDome.
“The spaces are very flexible, ideal for sailing in the Caribbean and the Mediterranean,” he said.
Ruth Venn, sales director, said: “The new concepts have the wow factor and we also have kept the concepts that passengers know and love.”
Commenting on the naming ceremony and agency competition, she added: “We want agents to feel involved and to watch live.”
She said the charters with Hays Travel on Caribbean cruises show the “value of agents” and how clients develop a good relationship with their local agent.
“They give us a regional focus and they are really popular,” she said.
The naming ceremony comes after P&O Cruises saw a record-breaking number of bookings during the wave peaks period earlier this year, despite the cost-of-living squeeze.
“We want to thank agents for that,” said Venn, noting how Arvia kept the “momentum” of wave going well.
“People see the value for money [of cruises] and we dialled up that message.”
Scott said 2024 cruises are “selling well” and the company is now planning the launch of summer 2025 itineraries.
“We see strong launch performances by agents,” he added, noting how the cruise line now has seven ships to fill, with recent capacity growth of 42%.
Scott said celebrities associated with the brand – such as Take That star Gary Barlow – help bring a new clientele, and having singer Scherzinger as godmother is “disruptive” in the industry.
As part of a wider collaboration and entertainment partnership, Scherzinger will also create music and dance ‘extravaganzas’ for P&O Cruises on Arvia and sister ship Iona. Details will be revealed later this year.
“Travel agents are key to bringing in newcomers,” Scott added.
“The travel agents are on this cruise can see product for themselves and take back the information to their teams.
“We invest in our training platforms to help agents too, and ship visits are returning this year to help them understand cruising’s great value for money – and higher repeat guests so agents likely to see them return.
“Post-pandemic, we want as many agents on ship visits as possible.
“And Arvia will host the final day of the Clia UK & Ireland conference in May.”
Venn highlighted how agents are being offered a bonus 5% commission on selected Arvia bookings to mark the naming ceremony – and have the chance to win 2,500 Shine points or a £500 voucher on every eligible booking in a weekly giveaway.
Four new recruits, working with partnership development manager Cara Hayward, are expected to be announced soon, as the cruise line aims to offer more face-to-face training and support for agents, especially as many agencies now have new members of staff after the pandemic.
“Virtual training in the pandemic was good but face-to-face is important for agents and for me and Ruth too,” said Scott.
“We are really excited about the future and opportunities for travel agents.
“There is a huge opportunity for cruise in the UK market which gives us confidence.”
The naming ceremony will be broadcast live on Thursday (March 16) at 7pm (UK time). To find out about the Arvia incentives and how to enter the travel agent competition, click here.