The operator reported January and February bookings had reached 63% of its total 2025 sales, with the trade "pivotal" in driving momentum. Bates credited this success to the line's year-long push to build brand awareness and strengthen relationships with travel agents.

She said: "Last year, only 20% of bookings came through agents, so to get to 40% by March is a phenomenal achievement. I would really, really love to see a 50/50 split by the end of 2026.

"We’re still a relatively new brand in the UK market – we’re around 18 months in. Last year was really about brand awareness, engaging the trade and educating agents about who we are and what we do."

Bates said the brand partnership with National Geographic has helped generate interest among both consumers and the trade.

"That co-brand is incredibly powerful," she said. "People may not have heard of Lindblad before, but everyone recognises National Geographic."

Bates added increasing the trade share quickly became a priority.

"My background is very trade-focused and I really value those relationships," she said. "I was determined to grow that 20% as quickly as possible."

'People buy from people'

She said the expansion of the UK team in the back half of 2025 played a key role in driving this year's results.

Brooke Dunn joined the line as sales support executive in August, helping to grow agent engagement through training, events and trade communications – with a particular focus on the brand's Facebook page.

In October, the line recruited expedition specialist Karen Hollands, whose polar travel experience and industry profile have already resonated with agents.

"Having those extra pairs of hands has made such a difference," Bates said. "Karen has travelled to Antarctica and the Arctic multiple times, so that first-hand knowledge is invaluable."

Bates said agents had responded positively to the strengthened team, particularly at industry events earlier this year.

"We had so many people coming up to our stand saying how great it was to see Karen join the brand," she said. "People buy from people, and those relationships really matter."

'Everybody wants a piece of the action'

Specialist operators are the segment generating consistent bookings, including a £100,000 polar voyage secured by polar specialist Charlie Mason at Polar Routes for two guests. Mason spoke to TTG about the "simple trick" that landed him the booking last month. 

However, Bates said interest from mainstream agents is fast-growing.

"Everybody I've met wants a piece of the action," Bates said. "There's probably an element of 'oh god, I wouldn't know where to start', but these are highly educated travel professionals. They know what they're doing, and they're excited."

Antarctica, the Galapagos, Alaska and Canada have emerged as the line’s top-selling destinations so far this year.

Bates said Antarctica remains the "iconic" expedition destination, but warmer regions are also gaining popularity, particularly among families and multi-generational travellers.

"The Galapagos is especially strong for us because our product offering is incredible," Bates said. "We've got four ships there at four different price points and differing guest capacities. We also operate all year round.

"It was a big seller last year, and I expect it to perform similarly this year."

(Credit: National Geographic-Lindblad Expeditions)

For agents, she added, first-hand experience is key to successfully selling expedition cruise. Incentives launched by the brand include a list of voyages applicable for a 50% trade discount, an upcoming Edinburgh ship visit and a few dedicated fams, including a Galapagos trip with Designer Travel in July.

The brand is also launching a new programme that will offer a free expedition to agents who manage to sell three National Geographic-Lindblad voyages.

"That's launching tomorrow, and running throughout March and April," Bates said. "We've packaged all the relevant sailings with UK flights and social media assets.

"Agents just have to follow the Facebook page, lift and shift, get it out to their databases and then get a free expedition. We've made it really easy."

Around 50 agents sailed with the line last year, with more than 60 booked to travel in 2026.

"That's not just ship visits, that's actually experiencing an entire end-to-end voyage," Bates said.

"Giving agents that full Nat Geo-Lindblad experience is so, so important, and we want to continue to do that wherever possible."