Norwegian Cruise Line (NCL) is aiming to expand its UK trade sales team in recognition of the “huge” benefits brought by face-to-face contact with agents.
A restructuring of the trade team at the start of the year included the addition of two field-based positions and the creation of a new training-focused role for Laura Croft.
Gary Anslow (pictured), regional vice-president and head of UK and Ireland for NCL, told Travel Weekly that plans for further bolstering of the trade team would be “revealed soon”.
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“We see the UK as a growth market for NCL, not just on the back of the organic growth that we get because of the capacity increase [from new ships], but because we value the UK guest – they are a good guest to have on board,” he said.
He added: “We expanded our sales team last year. We reintroduced our ‘boots on the ground’ and we’re looking at plans on how we grow that because we know there’s nothing that beats the level of personal contact you can have with a travel agent at the frontline. It makes a huge difference and that’s a huge opportunity for us.”
Trade sales represent two-thirds of NCL’s bookings in the UK, Anslow said, with agents’ efforts helping the brand to notch a new record this year.
“We will go into 2025 in our strongest sold position on the back of the strongest sold position going into 2024,” he said, noting that the booking curve had been brought forward in the last couple of years.
“Our booked lead time has continued to increase which is something we’ve been aspiring to by bringing our products on sale as early as possible,” he added.
“And we know that guests who book further out tend to book further up the ship and tend to spend more when they’re on board.
“It’s in our interests and in the interests of our trade partners to be bringing those early bookings in.”
Anslow said he was looking forward to hosting 1,550 UK agents for the inaugural sailing on Norwegian Aqua in spring 2025.
The three-day round-trip cruise from Southampton will be an opportunity for the trade to experience the latest Prima Plus class vessel.
“It’s going to be a great three days,” said Anslow. “Invitations will be going out imminently. There’s no better way to engage our trade partners than to genuinely show them our product. We’ve got three days of them on board and they’ll get to experience everything that Aqua has to offer.”
Anslow said recent trends in the UK source market have included a rise in the number of solo travellers as well as the increasing popularity of multigenerational trips.
The new-to-cruise market has also been a key target for NCL.
“The opportunity for cruise in general is to bring people from land-based holidays onto cruise,” said Anslow.
“Once guests understand the value proposition of cruise, it becomes very clear why it’s such an ideal choice for a holiday.
“You’re getting exceptional dining, exceptional entertainment and wake up in a new place every day while only unpacking once.
“Where NCL steps in is I believe we’re the easiest to convert land-based holidays into cruise-based holidays.
“We do have a slightly different model. Our guests are able to eat where they want at whatever time they want with whoever they want.”