The boss of Fred Olsen Cruise Lines expects business from travel agents to continue growing, after a 20% surge in trade sales helped the company to a record year.
Samantha Stimpson, chief executive, told a Travel Weekly webcast: “We have seen more than 20% growth through trade this year, which has been phenomenal.
“Geoff [Ridgeon, head of sales] and his team have done an amazing job, but so have all of our partners, and most of that has predominantly come through retail.”
She said the past year had been the “best ever” and it had followed another record year.
“That hasn’t been from price increases. It’s been from occupancy increases,” she said.
Just over half (54%) of sales come direct, with 46% from the trade.
“It is about customer choice…retail is about relationships and the ability to build a connection personally; you do not get that from booking direct,” she said.
“You have to be open to customers booking where they are comfortable to book.”
She said the cruise line has seen trade sales increase thanks to engaging with agents at Clia events and ship visits, plus improving its website and training programmes.
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“Some of our partners are being super supportive. There is definitely growth to come from trade still this year,” she said.
Stimpson joined the three-ship cruise line last February, bringing more than 20 years’ travel experience, with positions at Thomas Cook, STA Travel, Tui and FTI Touristik.
“Part of me coming into the organisation was for growth. What that currently looks like, I will know more in the next three to six months,” she said.
“We are working on a big project, so I can’t tell you which direction we’re going in because the business case isn’t finished.
“But growth is definitely on the horizon. We definitely need more than three ships.”
She said the opportunities at Fred Olsen appealed to her, commenting: “My whole background has been turnaround, transformation, business improvement.
“The bit that really got it over the line is because it is family-owned.
“My direct boss is [chair] Anette Olsen, and Fred Olsen was part of my interview. I had this fantastic feeling when I met them.
“It is a great business with a lot of heart and a lot of opportunity.”
She said a modernisation drive had begun before she joined and that has “moved on” in 2024 and will continue in 2025 and 2026.
Feedback from agents has helped to improve the cruise line’s training and solo travellers programme, she added, with more digitalisation coming this year.
“2025 is the year of digitalisation, on all channels,” she said.
“A new app will help our agents and direct guests.
“I have been an agent. You are so time-poor in retail shops, you do not want to spend hours on the phone [so] you will see live chat come in for trade partners.”