With a big intake of breath, she says: “It’s competitive – there are only a small number of cruise lines out there.”
Fred Holidays – the UK general sales agent (GSA) for Lindblad – appointed Bates as Lindblad’s head of UK sales last autumn.
Bates spent more than 15 years at tall-ship line Star Clippers before joining the New York-headquartered Lindblad. Rather confusingly, though, Fred Holidays remains her employer.
Bates explains how her role works: “Lindblad’s day-to-day decision-making is coming from the US and I’m 100% dedicated to Lindblad. I’m very much being made to feel part of the US team. They’ve been extremely welcoming.”
Around the time of Bates’ appointment, the Expedition Cruise Network released some sector-specific data. It estimated between 25,000 and 35,000 UK passengers sail on expedition ships each year, creating a market that is worth between £200 million and £280 million a year.
But these figures are small fry compared to the global cruise sector. Clia’s 2024 State of the Industry report revealed more than 2.2 million passengers – up from 1.9 million in 2019 – took an ocean cruise. Clia said the entire cruise industry generated $168.6 billion in total economic impact globally in 2023.
It’s clear that for expedition cruise-selling agents the sky is the limit. Nonetheless Bates still expected “a few blank faces” when talking to agents about Lindblad’s products and its market position.
“Even though it’s a US brand, there are some bookings coming from this market,” says Bates, who has just returned from her first Galapagos sailing.
Bates’ expedition cruise came just after Lindblad announced it had completed the acquisition of Celebrity Xpedition and Celebrity Xploration, increasing its Galapagos capacity by 45%.
Bates believes the line can offer “unparalleled choice” with four Galapagos ships with capacities ranging from 16 to 96 passengers.
According to Bates, Wildfoot Travel, The Small Ship Collection, Mundy Cruising and The Cruise Line all have strong existing relationships with Lindblad before she took up her newly created role.
Lindblad’s ’secret weapon’
So, how does Bates plan to boost the trade’s awareness of this iconic 50-year-old brand? (Its founder Lars Eric Lindblad was the first explorer to take people to Antarctica and Galapagos in 1966 and 1967, respectively.)
Bates has recently started calling on the support of London-based Lindblad expedition leader, Emma Ridley. Having worked for Lindblad in the Galapagos for nearly 30 years, Ridley has a wealth of expedition experience to share with agents. She has even been granted permanent residency in the archipelago.
The pair are now planning how to inspire agents to book more Lindblad and ensure the line gains a strong foothold in this market. “I want to use Emma to present the brand to agents,” says Bates. "Collaborating with Emma offers a huge opportunity to show what life is like on our Galapagos voyages. Having Emma is like having access to a secret weapon."
Bates has asked Ridley to give presentations to agents and customers to explain what a typical day in Galapagos looks like for her.
Bates is urging agents to get in touch to arrange ad hoc events led by her and Ridley across the country. “Emma is happy to support agent events and the initiatives that I put together,” she says.
’These expedition cruises are ideal for teens’, say operators
Starting next month, Bates and Ridley are hosting agent events which will include a brand presentation and a Q&A session.
“Having Emma around to answer questions about the region she has lived and worked in for so many years will be invaluable – I can’t wait to work with Emma on this,” Bates continues.
Line’s National Geographic partnership
Bates says one of her biggest ambitions that she wants to achieve in 2025 is making sure its crystal clear in agents’ minds how Lindblad is “different”.
National Geographic and Lindblad Expeditions have collaborated for more than 20 years. The partnership helps Lindblad standout against the other expedition operators.
“The National Geographic partnership is in place in 2040 which gives us time to grow the partnership further and boost awareness of our brand in the UK market,” Bates adds. “12 of our ships are branded with the National Geographic name.”
Bates has already clocked how the long-term partnership can help boost sales via UK and Irish agents.
“Because of the partnership, guests’ expectations are enhanced,” she says. “The tie-up helps me get the message of how we’re different.
“What a lot of UK agents don’t know is we’re a worldwide product. We’re doing sailings in Albania, Baja California and Japan.”
To support Bates’ efforts, Fred Holidays has set up a UK call centre to take calls from customers and agents, with six staff who specifically trained to sell Lindblad. A new UK website has launched which features sterling pricing and live availability.
Bates says she plans to grow Lindblad’s on-the-road team in the UK in the future. However, her focus for now is on promoting the UK website which is currently being reworked to accommodate an image library and agent training modules.
“The trade has responded really well to Fred Holidays’ appointment as the GSA,” she says. “We’re definitely putting the right things in place.”
