Speaking exclusively to TTG, Sam Seward, the former Exodus Travel managing director turned Quark Expeditions president, made the pledge as he stressed the line would remain a “polar-only” operator. 

With more lines entering the expedition cruise market, Seward believes now is the time for the line to highlight its experience of offering high quality polar-only programmes rather than diversifying its product. 

“In a market that has got more competitive it’s about clarity and simplicity in the messaging,” he explained. “People are recognising Quark as the experts of adventure. Our focus is to stick to what we’re good at. 

“We’ve discussed whether we’d want to branch out to the Med or the Galapagos but there’s quite a lot of opposition in that market.” 

He added: “I think it would confuse agents [if Quark diversified]. It’s not something that we’re looking at.” 

Instead, Seward said Quark will increase investment in the team and give sales staff “the sort of firepower to spend more time with customers next year, run more events and continue supporting the [consumer and trade] education process.”

When pressed further on how money would be invested, Seward said: “There’s definitely going to be more agent capacity for next summer. We’ll get more people on ships, more agent berths and more investment in the trade.”

Seward noted how “a steady flow of agents” always joined Quark’s cruises, adding: “That’s the best way to get someone properly educated on the product and addicted to it.” 

Seward feels there has been a spike in expedition cruise capacity rather than growth in the number of brands operating in the market. 

Antarctica versus Arctic 

He believes Antarctica capacity has grown in line with demand but admits it “has been slightly harder to find customers” to fill the Arctic-based ships. “The Arctic demand is catching up with capacity,” he continued. 

In May, Seward joined an on-stage panel at the Clia Conference in Southampton. Nearly a quarter of delegates at the three-day conference had never seen a cruise ship before.

Seward, though, believes the lack of cruise knowledge in the room was “a really good indicator of the demand” for cruising. “Clia was dominated by those who are curious and new,” he added.

Quark has recently seen a “slight reduction” in the average age of its passengers as demand for Antarctic sailings builds, according to Seward. 

“We’ve got more customers of the working age,” he added. “We’re getting a lot more 40- to 60-year-olds versus to 55- to 75 years old in the traditional sweet spot for Antarctic guests. 

“I think that we’ve seen an increase of empty nesters and working wealthy across the industry.” 

On the UK market, Seward said there is “a huge opportunity” to grow expedition cruise sales for every operator. 

“The UK trade is one of our fastest growing markets. It’s second only to the US in terms of proportion of business,” he continued. 

“I’m spending more and more time meeting with key accounts. It’s a pretty pivotal market for us.”