Princess Cruises’ new UK sales chief insists there are still opportunities to grow agent bookings after the line celebrated its best-ever UK season this year.
Around 72% of the line’s UK business currently comes via travel agents, but Nick Hughes, who became Princess’ UK and Europe sales director this month, plans to increase that figure further.
This is despite the fact the UK agents make more Princess bookings than any other country’s agent community in the world.
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Hughes said: “I can only see that figure going one way – and it’s not backwards – if we can get more people on the product, we can showcase the value of it.”
He explained there was “no better way” for agents to expand their cruise knowledge than by going on fam trips and ship visits.
“We’ve been talking this week about what we’re doing in 2023,” he added. “Hopefully, we’ll get more agents on our product.
“Fam trips are a big part of our strategy which we’ve been looking at. It’s an additional opportunity for trade partners that do not sell a lot of cruise.”
Enchanted Princess made its UK debut this year and was one of four Princess ships – along with Sky Princess, Emerald Princess and Island Princess – to offer ex-UK departures.
The extra ex-UK capacity meant British guest numbers were 50% up against 2019, the line’s previous best year in terms of UK passenger levels.
“I am coming in at a fantastic time,” said Hughes. “But we have an opportunity to increase brand awareness within the travel trade.”
Hughes joins Princess five months after Eithne Williamson became the line’s UK and Europe vice-president.
Most of Williamson’s roles at Princess’ parent Carnival Corp have been focused on operations, while Hughes has had trade-facing positions during his 28 years in travel including trade-only operator Gold Medal, Attraction World, Affordable Car Hire and JTA Travel.
“I am the link to the trade,” he explained. “My background lends itself to working with Princess’ key partners.”
He confirmed he was looking at how effectively his team currently supported agents. “It’s only my second week but I suppose what I am doing at the moment is looking at the team,” he said.
“Like most suppliers, we’re working with smaller numbers than what we were but the sales managers that we have at the moment have been so impressive.”
He added: “I am looking at whether we need more people in the office or out account managing.”
He explained that before the pandemic on-the-road sales staff would be out visiting agents four days of the week but that number had roughly halved on average due to the way the retail landscape had “changed” during the pandemic.
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