Fred. Olsen Cruise Lines is implementing new strategies to empower its trade partners in 2024.
- The company experienced a record year in 2023, thanks to strong agent partnerships.
- Incentives and clear communication of campaign messages are priorities for 2024.
- The company is focusing on converting land-based holidaymakers to cruise holidays.
- Bookings for 2025 are already showing promising trends.
Fred. Olsen Cruise Lines is poised to enhance its partnership with travel agents in 2024 through a series of new initiatives and incentives aimed at capitalising on the wave period. Geoff Ridgeon, head of sales, highlighted the significance of these partnerships in achieving a record-setting performance in 2023, stating the ongoing support from the cruise line has been instrumental.
In 2024, the emphasis is on ensuring agents are well-informed about Fred. Olsen’s campaign messages, understanding the unique offerings that set the cruise line apart. This year, agents have the opportunity to participate in a January and February campaign, where prizes ranging from vouchers to cruises can be won, as detailed on their Travel Agent Centre.
Looking forward, Ridgeon is optimistic about the prospects for 2024, citing an impressive start to January. He underscores the need for sustained growth to reach even greater heights, despite the early success.
A key focus for Fred. Olsen in 2024 is to work closely with its agent partners to guide clients transitioning from land-based vacations to cruise holidays. This follows increased competition from major UK operators like Tui, Jet2, and easyJet holidays, who have expanded their ATOL licences to accommodate more travellers. Ridgeon advises agents to compare the rising costs of flights with the value cruises offer, particularly those departing from the UK.
Fred. Olsen has already noted a promising start for bookings in 2025, with destinations like the Fjords capturing the interest of holidaymakers. Ridgeon acknowledged this early momentum, indicating that 2025 could surpass expectations not only for typical wishlist locations but also for staple offerings that the cruise line is renowned for.
Fred. Olsen Cruise Lines is strategically strengthening its agent partnerships to sustain its growth trajectory in 2024 and beyond.
