Speaking to TTG onboard National Geographic Endurance in central London this week, chief executive Natalya Leahy, who joined Lindblad Expeditions Holdings in January, set out how the expedition cruise brand is trying to increase its UK market share.

Leahy revealed four million UK households are “economically qualified” to book a Lindblad cruise, which has sharpened the line’s bosses’ focus on increasing sales here – and they believe there is a role and opportunity for agents too.

Lindblad hosted 50 agents onboard Endurance on Thursday (1 May) for what Leahy called a “big brand launch” event. “We’ve not historically worked in the UK market,” said Leahy. “We’re now establishing a centre here – we’re really counting on this market. 

“I really believe that travel partners are an extension of our leadership team. They bring our brand to life. As we enter this market, I really view travel partners as an essential to make us a success.” 

Leahy said Lindblad’s head of UK sales, Danielle Bates, had been tasked with putting together a travel agent advisory board, which will share feedback and market insights.

She added: “We will pick people strategically. The role will be to represent the travel agent community, not themselves, and give us some insights on the market and trends over here.” 

More than 90% of the line’s passengers are currently sourced from the US, Leahy explained. When asked why she took the chief executive role at Lindblad Expeditions Holdings, which also operates five “adventure-land” brands, Leahy highlighted the company’s “heritage”.

Leahy succeeded Sven-Olof Lindblad, Lindblad Expeditions’ founder and Lars-Eric’s son, who became co-chair of the board. “Next year, we’re going to be celebrating 60 years [since launching],” she said. “In 1966, 57 people embarked on a navy charter ship to Antarctica led by Lars-Eric Lindblad. 

“That was the start of what is known today as expedition travel. I have admired that level of expertise for a long time from the outside. That translates to an unbelievable experience for guests in terms of how it is executed and how deck and tech collaborates.” 

Leahy explained Lindblad’s expedition leaders who had previously worked for other companies feel that it offers guests “a more synchronised” experience. 

“These expedition leaders have come here and stayed,” she continued. “If we’re in the middle of the sea and we see whales, we know the deck team will do everything they can to follow the whales and instruct the chef not to serve hot dishes so passengers can go to the windows and watch. That is not easy. It’s not just done by desire.”