Oceania Cruises is set to amplify its footprint in the UK by collaborating with more travel agents and enhancing marketing and training strategies.
- The UK currently contributes 6% to the cruise line’s global revenue, presenting a significant potential for growth.
- Nikki Upshaw, Senior Vice-President of Global Sales, highlights efforts to diversify and increase the number of UK advisors.
- New training modules and marketing initiatives are in the pipeline for 2024-2025 to attract clientele into travel agencies.
- Oceania Cruises invests in the UK, reflecting its commitment through expanded teams and increased agent-centric programmes.
Oceania Cruises is poised to capitalise on the UK market by increasing partnerships with a variety of travel agents and strengthening its marketing and training approaches. The UK currently accounts for approximately 6% of its worldwide operations. Nikki Upshaw, the Senior Vice-President of Global Sales, emphasised the importance of broadening the network of advisors in the UK, aligning with strategic plans for 2024 and 2025. This expansion is part of a broader initiative to diversify and enhance the cruise line’s reach in the region.
The strategic move includes the launch of new training modules and marketing plans aimed at driving customers to travel agencies. These developments are scheduled for later in 2024 and into 2025. Oceania Cruises has notably augmented its UK team over the past year, indicating its steadfast investment in the British market. “We have a great sales team, a bespoke marketing programme, training and incentivising – just being there for whatever the agent needs,” remarked Upshaw.
The UK-focused initiatives coincide with Oceania Cruises’ other expansive plans. Agents, along with their clients, will soon experience the new Allura ship in the Mediterranean, kicking off in July 2025. Allura, marking the cruise line’s eighth vessel, follows Vista as the second in the Allura Class. Post the Mediterranean season, Allura will venture into North American waters, followed by winter operations in the Caribbean, with Miami as its homeport.
Oceania Cruises underscores its commitment to the trade by hosting numerous events that invite consumers aboard its ships, accompanied by their agents. Upshaw highlighted the success of the ‘Bring your clients’ offer, which rewards agents with commission if a booking occurs while the client is onboard.
Further improvements include advancements in the cruise line’s booking technology for agents. Upshaw shared that while progress has been made, there’s a commitment to continuous enhancement. The introduction of free gratuities earlier this year has also been a notable incentive, alongside various sales and marketing promotions.
Despite a brief lull in sales during April and May, business picked up in June and has continued to show promise into July. With more ships, including two planned for 2027 and 2029, Oceania Cruises continues to evolve and expand. Upshaw noted that these forthcoming vessels will likely be larger, offering more penthouses, suites, and diverse dining options.
Oceania Cruises’ strategic enhancements and investments solidify its potential for significant growth in the UK market.
