Princess Cruises is celebrating after seeing its “best January in UK history” – with bookings in particular from the UK trade up 50% year-on-year.
Head of sales Rachel Poultney said overall the line was 40% up compared with the same time last year.
She attributed the boost to greater brand awareness in the market, as well as increased agent visits and a simplified wave campaign.
“During November and December there was a real focus on getting out there to see agents and we really capitalised on that,” Poultney told TTG.
“We’ve also seen the results of our revamped online training academy. In December alone we had 7,000 modules completed – it was our most productive month to date, with the most ever modules completed, one of which was all about our wave campaign, so it meant agents were fully aware of it.”
Poultney said she believed the simplification of the line’s wave campaign this year also helped in securing bookings. “It was super simple – [in general] it was a price-led message. It was about good value pricing.”
For last year’s wave campaign, the line had various offers relating to its 50th anniversary, with up to $50 off per day, and 50% off for third and fourth passengers sharing a cabin.
“We had lots of different messages, which was lovely, but the feedback we had was ‘the simpler, the better’. We are also offering low deposits which is helpful for people after Christmas.”
Anecdotal reports from the trade suggest the sector as a whole is performing well this year, with a number of agents admitting that cruise is being viewed by consumers as a “safer” option, compared with other land-based destinations, in the wake of the tragic terror incidents which rocked the world last year.
Poultney agreed that the sector seemed to be performing strongly. “Anecdotally we’re hearing that cruise is really holding its own. With the world in turmoil, cruise is definitely standing up against the bucket and spade holidays.”