Celebrating important occasions with the gusto they deserve has been far from easy over the past two years, but with a swathe of milestones lined up, the UK boss of Holland America Line and sister brand Seabourn is hoping the next 12 months are a different story.
From the launch of the line’s first expedition vessel, Seabourn Venture, in April to Holland America’s 150th anniversary in October, 2022 is set to be some year for UK and Ireland managing director Lynn Narraway and her team.
“There’s so much to be excited about,” she says smiling, joining TTG over Zoom. There’s also the small matter of celebrating 75 years of Holland America sailing Alaska, as well as it being 25 years since the line first took guests to private Bahamian island Half Moon Cay.
It’s mid-December and Narraway is in a buoyant mood, despite the Omicron uncertainty, having recently hosted Seabourn’s annual agent Christmas lunch in London for more than 80 guests.
When it comes to 2021, her assessment is refreshingly simple: “It’s been a lot better than 2020 – we’ve actually had ships sailing.” She also praises her team for resolutely “ploughing on” through a sea of challenges.
Casting her mind further back, Narraway recalls the “heartbreak” of seeing her ships dormant off the south coast. But talk soon turns to the moving bond the residents of Torbay forged with Holland America’s ships and crew during their 12-month Covid-enforced hibernation in Devon.
“The community got so used to seeing our ships there,” she says. “The people were lovely, and so welcoming.”
This special connection gained national press coverage last Christmas when local school children and volunteers sent 750 gift boxes to the onboard crew, providing the cruise sector with a heart-warming story after a truly difficult year.
Narraway and her team were able to repay that kindness in November when they hosted an afternoon tea for residents and donated to the local RNLI branch. There are plans to host another charity event later this year.
“It was amazing to be able to go down there and say thank you, it was one of the highlights of my year,” beams Narraway.
The people of Torbay could continue to be part of Holland America history this autumn when the line’s new flagship Rotterdam visits Plymouth. The ship is set to replicate the company’s very first sailing on 15 October 1872, from Rotterdam to New York.
“We’re looking to have ship visits in Plymouth and get those residents and our travel partners onboard,” says Narraway. “We don’t have ships ex-UK, so every opportunity we have to bring a ship here we’ll always try to do something for agents.”
MAKING HISTORY
Another piece of Holland America history, and another opportunity for agents, this year can be found in Alaska, with the line set to celebrate its diamond anniversary in the region.
It’s been sailing there longer than any other line, longer even – Narraway points out – than Alaska has been a US state.
With Pinnacle-class Koningsdam sailing Alaska for the first time this year, and alongside the line’s enviable access to Glacier Bay National Park and Yukon territory, Narraway believes Holland America’s credentials are unmatched.
The line will continue to push its We Are Alaska trade campaign in 2022 and look to run agent fam trips. Narraway adds guests booking Alaska have “stuck at it” and have been happy to move bookings from 2020 to 2021 and now 2022. “They really want to go – they’ve not given up.”
Switching brands, one opportunity a little closer to home – and in keeping with the Alaskan sense of adventure – is the launch of Seabourn Venture this spring in London.
The ship’s inaugural voyage, a 12-day Wild and Ancient British Isles cruise, will depart Greenwich on 10 April before later offering trips further north into the Svalbard archipelago.
The vessel, which features 132 suites, two submarines, sea kayaks, mountain bikes, Zodiac boats and e-bikes, is Seabourn’s first foray into the ultra-luxury expedition market currently occupied by rivals Silversea and Crystal.
Narraway says the strength of Seabourn’s second-largest market, the UK, meant agents here “deserve to have the ship in London”. “[Venture] is going to offer a true, active-luxury experience. If you’ve been on a safari, our expeditions are going to be like ocean safaris,” she vows.
“It’s great to have something new. As a UK team, we’ve got to learn about a new sector and product and really become experts. And we need our travel partners to come along on the journey with us.”
There is a recently launched Seabourn Academy training course, while a new brand campaign – unveiled to agents in December – is due to be revealed to consumers this month.
Robin West, Seabourn senior vice-president of expedition operations and planning, will also be on hand for trade webinars, training and client events, helping to build excitement and anticipation for Venture.
LUXURIOUS EXPERIENCE
Narraway says having a young fleet – Venture will be joined by sister ship Seabourn Pursuit in March 2023 – and vessels designed by renowned designer Adam Tihany to be “more like luxury ski lodges” has been an important focus for the line to offer a unique experience where there is still an “expectation of luxury”.
“We’re trying to help partners find new guests for expedition,” she explains. “It’s great because there are so many expedition ships being built at the moment, and so much talent onboard. It’s an educational trip as well as an adventure. And with Seabourn, it’s an all-inclusive luxury product.”
Narraway also believes Venture’s impending arrival will offer agents the chance to “really re-engage” with their clients and have “big conversations about what their holiday dreams are for the next few years”.
“Cruise is such an amazing way of doing that,” she says, passionately. “We’re feeling positive for the year; we hope guests pick up on that and feel the same way.”
Things may still be somewhat uncertain, but if Narraway’s optimism is anything to go by, you can’t help but feel they will.
