The UK market has been “leading the charge” for Seabourn as the luxury line emerges from the Covid-19 pandemic, according to the brand’s newly-appointed global vice president commercial operations.
Princess Cruises’ vice president Tony Roberts is set to officially join the line next month following a management restructure that sees Seabourn’s UK managing director Lynn Narraway take up an expanded role.
Speaking on a Travel Weekly webcast in his first interview since the move was announced, Roberts hailed Narraway’s work in her previous UK-focused role that she combined with a similar position at sister brand Holland America Line which she will now no longer have.
“The UK really has been leading the charge out of the pandemic and that return to service and recovery,” he said. “Full credit to Lynn and to the whole team in the UK for really driving that across the whole global corporation.”
Looking ahead, Roberts added: “The UK is one of the biggest global markets for Seabourn. We really want to take some of that best practice that Lynn’s had here and continue that in the UK and expand that into Europe.”
Seabourn has “extensive growth plans” to build on its strong position in the UK and European markets, said Roberts.
He added that the line’s recent investment – including expanding the team with his new role – had been driven by the markets’ sales performances.
Narraway, who will report in to Roberts, said that half of Seabourn’s global bookings came from the UK and European markets, such as Switzerland, Germany and Belgium.
“They’re primary markets for Seabourn,” she noted, adding: “The UK travel partners have done such a good job. The business has grown so much thanks to the wonderful travel partners.”
But she said there was “a huge opportunity” for UK agents now there was “more focus” from in-house teams on Holland America Line and Seabourn.
“I’ve never worked on just one brand [before]. It’s a new focus for all of us,” she said.
Seabourn’s agent database was “aligned” with the typical luxury traveller, said Narraway, who pointed to passengers’ loyalty as a key reason why the line’s recent booking levels were so strong.
“We have very loyal Seabourn guests,” she said. “That’s been great during Covid because they’ve booked and rebooked and they’re still with us.”
Explaining how incoming expedition vessels – Seabourn Venture and Seabourn Pursuit – offered an opportunity to agents, she said: “There’s this huge untapped potential in the luxury travel sector.
“With the two expedition ships even more so because those guests that are going to come [on board] will have been on African safaris, upscale touring holidays or to the top hotels in the world.”
However, Narraway added that Seabourn just needed to “educate” passengers about Seabourn in the right way.
“We have some very talented partners and they understand that [expedition] is a different market,” she said.
Ocean vessel Seabourn Encore resumed operations on Saturday (February 19) with a 10-day round-trip Canary Islands Retreat sailing out of Lisbon ahead of Seabourn Sojourn and Seabourn Quest’s planned restart sailings in May.
“[Agents] practically filled Seabourn Encore for us with the European office,” she said. “Europe has done an amazing job.
“The UK is a very strong market for European-based ships.”