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Havila Voyages insists agents remain 'a vital and strategic part' of the line's growth plans despite direct booking pledge

Cruise
Harry Kemble
2 September 2026

Havila Voyages' Chief Executive has moved to address concerns over the line's trade strategy in the UK after seemingly saying it would prioritise direct bookings rather than agent sales.

Bent Martini
Havila Voyages

Chief executive Bent Martini reiterated Havila's support of the travel agents despite his comments to the contrary last week

Discussing Havila's second quarter earnings last week, Bent Martini appeared to suggest agents would play second fiddle to the Norwegian four-ship coastal line's direct B2C sales channel, saying: “We will continue to prioritise direct bookings and actively optimise margins going forward."

His comments appeared to contradict Chief Sales Officer Johanna Hansli, who said last month "success in tourism can only be shaped hand-in-hand with the travel trade". Havila this week clarified to TTG Martini had been referring to the line's global strategy, rather than the UK one.