Celebrity Cruises is contemplating increasing its UK presence, contingent on consistent demand levels.
- Giles Hawke, EMEA managing director, is optimistic about agent performance surpassing 2023 figures.
- The potential for a second Celebrity ship to homeport in the UK is tied to strong demand for the Celebrity Apex.
- Hawke highlights the importance of maintaining current pricing amidst rising UK tonnage.
- The decision bears on the success of UK agents and consumer familiarity with the Apex.
Celebrity Cruises is evaluating the possibility of deploying an additional ship in the UK, bolstered by strong demand. This potential expansion hinges on the current robust demand for the Celebrity Apex, a ship already popular in both the UK and international markets.
Giles Hawke, who leads the cruise line in the EMEA region, has commended the remarkable performance of agents during the current wave, noting a significant surpassing of 2023 demand levels. Encouraged by these developments, Hawke suggests that if such trends continue, a second Celebrity vessel could be seen docking in the UK.
Highlighting the consistent popularity of the Celebrity Apex, Hawke underscored that the ship’s unique appeal to both British and international clientele serves as a compelling reason to consider further investment in the UK cruising sector. This demand, he believes, is a powerful testament to the potential for increased tonnage if agents maintain their sales momentum.
Moreover, Hawke stresses the necessity of maintaining existing pricing structures despite burgeoning capacity out of the UK. His remarks point to a strategic vision where understanding the product and sustaining price levels are as crucial as expanding fleet size.
Hawke also attributes the Apex’s smooth sailing in the UK market to the growing familiarity among agents and passengers with the ship. This familiarity, he notes, contributes to the ease of the sales process and enhances the likelihood of enduring passenger satisfaction.
Celebrity Cruises’ future UK expansion depends significantly on continuous high demand and effective agent engagement.
