Ponant is prioritising expansion in the UK as a key growth area, aiming to strengthen its sales team and securing UK bonding.
- Anthony Daniels, Ponant’s UK and Ireland GM, plans strategic enhancements leveraging his extensive cruise industry experience.
- The UK market, though growing, has not been among Ponant’s best-performing, prompting a revamped approach.
- Plans include streamlining agent interactions and reinforcing administrative and marketing support for on-ground teams.
- Ponant is focusing on value-added propositions rather than price-led campaigns to appeal to luxury-focused customers.
Ponant is making significant strides in the UK market, recognising it as pivotal to its ambitious growth plans. Anthony Daniels, recently appointed as General Manager for the UK and Ireland, indicated a strong intent to bolster the sales team and secure essential UK bonding. Daniels brings a wealth of experience from previous roles in prestigious cruise lines like Norwegian Cruise Line and Regent Seven Seas Cruises, making him well-positioned to drive Ponant’s growth strategy.
Though the UK has not historically been one of Ponant’s top-performing markets, Daniels sees this changing. He articulates a clear vision where the UK rivals France in significance for Ponant’s business. A key element of this vision is establishing solid operational foundations within the UK, aiming to enhance collaboration with local agents.
To facilitate better engagement, Daniels plans to add a new team member dedicated to alleviating the administration and marketing responsibilities from the current on-the-road sales team. This move is designed to enhance the support system for agents, allowing them to focus more on building quality relationships with key players who align with Ponant’s ethos.
Furthermore, Daniels is initiating the process to obtain ATOL certification, enabling easier holiday packaging for agents. This certification is a strategic move to simplify the booking process, potentially leading to the establishment of a dedicated UK office in the future. Such initiatives are part of a broader effort to streamline operational efficiencies and enhance customer experiences.
Despite the promising trajectory, Daniels acknowledges the importance of smart execution in agent interactions. He advocates for transformative ship visits, focusing on immersive and informative experiences for partners. This approach seeks to align with agents’ expertise and engage a wider consumer profile beyond Ponant’s existing customer base.
Underpinning all these efforts is a commitment to providing added value rather than focusing on discounts. This approach resonates with Ponant’s luxury market aspirations, centring on providing enriching experiences that justify the premium pricing and attract discerning customers.
Ponant is strategically advancing its UK market position with thoughtful enhancements and a focus on value-driven growth.
