Celestyal Cruises announces ambitious plans to increase UK market share significantly, aiming for quadruple growth.
- Vice-president Janet Parton reveals the UK constitutes a small fraction of the company’s global presence.
- An investment of €2.5 million will support brand and marketing advancements to bolster growth.
- Key hires include specialists in brand evolution, customer journeys, and social media management.
- Celestyal aims to deepen relationships with travel agents to achieve its ambitious targets.
Celestyal Cruises has set an ambitious course to substantially expand its presence in the UK market. According to Janet Parton, the vice-president of business development for the UK, Europe, and Australia, the UK market is currently a minor component of Celestyal’s global operations. However, Parton is keen on rapidly increasing this share, aiming for growth that will see the UK market quadruple in its importance to the company’s global business.
Presently, the UK market represents less than 10% of Celestyal’s operations. The company’s objective is to elevate this to between 15% and 20%. The involvement of travel agent partners is deemed crucial to this strategy, with Celestyal extending an open invitation to agents interested in collaboration. To support this strategic push, Celestyal Cruises intends to invest €2.5 million in its brand evolution, which encompasses expanding its team dedicated to brand, marketing, and communications.
The expansion plan involves essential recruitment to augment its existing capabilities. This includes two additional roles in the brand and customer journey team, alongside a trade marketing executive responsible for Europe and Latin America. Moreover, new positions for a PR manager, a lead copywriter, and a social media manager are on the agenda as part of this growth strategy.
Anna Gregori, the vice-president of brand, marketing, communications, and customer journey, articulated the vision behind these efforts. She stated, “We have a clear focus on our mission to create unmissable moments. We know our audience and we know how to bottle what makes us unique.” Gregori highlights the importance of connecting customers to authentic discovery experiences and ensuring that trade partners fully comprehend and appreciate Celestyal’s offerings.
While Celestyal Cruises acknowledges that it is not the largest travel brand, the company strives to be a top choice for travel agents by providing abundant opportunities and being an excellent partner to work with. This initiative forms a key part of Celestyal’s broader ambition to enhance its stature and market share in a competitive industry.
Celestyal Cruises is set on a path to significantly enhance its market presence in the UK, fostering strategic relationships and investing in brand evolution.
