Ponant, renowned for luxury expedition cruising, is intensifying efforts to increase its UK presence.
- The company is recruiting a country manager to strengthen UK market engagement.
- Over 450 UK and Ireland agents will participate in ship visits to familiarise themselves with Ponant’s offerings.
- New initiatives include webinars and familiarisation trips to boost agent support and market understanding.
- Ponant aims to dispel the notion that its services are solely for French-speaking guests.
In a strategic move to establish a stronger foothold in the United Kingdom, luxury expedition cruise line Ponant is focusing its efforts on deepening relationships with local travel agents. This initiative aims to attract a greater number of British passengers to its expanding fleet, which is anticipated to reach 14 ships this summer. In pursuit of these goals, Ponant is actively seeking a country manager tasked with orchestrating enhanced support for the UK market.
Belinda Hindmarsh, the group deputy chief executive, emphasised the importance of trust-building and the need for agents to understand Ponant’s brand narrative and future direction. During a recent webcast she stated, “We want to build trust and help the agent population to understand who we are and where we are going – to be able to help with that storytelling and looking after the guests to make sure that they have an amazing time.” This approach underlines Ponant’s commitment to not only broadening its customer base but also ensuring a high-standard experience for all guests.
Ponant’s comprehensive strategy includes engaging more than 450 UK and Ireland agents through ship visits, designed to provide first-hand exposure to their luxurious offerings. The company also plans to host familiarisation trips and webinars, thereby equipping agents with an in-depth understanding of what Ponant offers to their clients. This reflects a concerted push towards education and feedback collection, which are considered pivotal in refining Ponant’s products to align more closely with UK customer preferences.
Despite being a well-established brand, Ponant acknowledges the need to increase its visibility and narrative among a broader audience, particularly outside its core French-speaking market. Currently, over half of Ponant’s passengers hail from international markets, with significant representation from Australasia and the United States, each contributing to about 20% of its business. Hindmarsh pointed out, “The perception overseas has been that it is a French offering for French guests and that is actually very far from the truth.” This demonstrates the company’s drive to reshape its international image and highlight its global appeal.
Ultimately, the crux of Ponant’s enhanced strategy revolves around providing robust support to its agent community in the UK. By facilitating access to webinars, educational materials, and contact with the product, Ponant aims to empower agents to effectively communicate and sell its services. This multifaceted support system is expected to foster a deeper understanding and appreciation of Ponant’s unique offerings, ensuring that agents can articulate the brand’s narrative to potential clients effectively.
Ponant is steadfast in its commitment to expanding its presence in the UK by empowering local agents with knowledge and resources.
