It is also keen to hear feedback from agents on how to improve the experience for UK travellers, who are now a “key focus” since its acquisition of Aqua Expeditions.
Today, around 50% of Ponant’s guests are French and 50% are international, the latter of which is predominantly American and Australian. However, despite finding success in France and the US, its brand recognition remains relatively low in the UK cruise market.
As well as competing with names like Silversea and Regent, there is a widespread misconception that the company only caters to French guests.
“It’s a legacy issue for us,” Anthony Daniels, general manager at Ponant for the UK and Ireland, told TTG Luxury. “It’s down to us to educate the UK market and trade and give them the confidence to sell Ponant.”
One way Ponant educates agents is through its Seminar at Sea series, which allows trade to experience the product first-hand.
The most recent seminar took place on Le Laperouse, the largest of Ponant’s expedition vessels, and included port stops in Nice, Corsica and Menton, all France.
Agents were able to try the 92-cabin vessel during the three-day itinerary, which featured both lectures on the ship’s offerings as well as local excursions onshore.
The seminar also gave Ponant the opportunity to speak directly to the trade, with Hervé Gastinel, chief executive officer, answering any questions agents had about the brand.
Daniels has also welcomed agent feedback on how to enhance the product, adding that their input is integral to its international market growth.
“My job is not a tickbox exercise – it’s to support the agents long term,” he said. “They are already making the commission; conservatively, the average earning is £1,900 earning per UK agent.”
One thing Ponant will not be changing, however, is its stance on deals. Unlike many other cruise lines, the company refuses to slash prices to fill its ships and instead focuses on offering clients added value onboard.
“If you have a product that’s luxury and you’re discounting it by 50% you’re diluting the message,” added Daniels.
Ponant will also continue to regionalise its entertainment, with all onboard events inspired by the specific itinerary’s port stops.
Guests can expect performances of Polynesian dancing and Italian opera, as well as enrichment lectures on everything from Antarctica to World War II. It is also constantly working to revise its entertainment, working closely with its destination partners to deliver authentic and unique shows.
Lastly, Daniels is keen to emphasise that Ponant isn’t necessarily aimed at older cruise passengers. Rather, the company tries to give guests access to remote places that would be otherwise difficult to visit.
“Our clients are not generally cruisers,” he explained. “We’re trying to change the narrative around what ‘cruising’ is. For us, it’s just as much about the destination.”
