Speaking to TTG onboard the first of its four ships, Havila Capella, as it cruised to Kirkenes, UK country manager Matthew Valentine said his main priority was to build awareness among agents and operators.

“The real challenge starts now because by the end of this year, we will have four ships in operation that we need to fill,” he said. “We are really looking to step up engagement and activities to bring more UK passengers onboard in Q4 this year and Q1 2023.”

Havila is already working with specialist operators, including Best Served Scandinavia, Wexas and Blue Water Holidays, and is keen to encourage more cruise agents and consortia members to start selling the line, which is in the process of applying for its Atol and Abta membership.

There are plans to hold an agent fam trip for “dozens” of retailers, potentially before its next ship Havila Castor launches in May, or after the summer peak season. Trade rates will also be offered to agents wanting to sample the line independently.

Valentine stressed that as a new name and product in the UK market, the trade would be crucial to Havila’s growth. He intends to hit the road to visit potential trade partners and hopes to recruit more UK-based sales and marketing staff within the next year.

Havila has a 10-year contract from the Norwegian government to operate the historic coastal route between Bergen and Kirkenes, which it shares with Hurtigruten.

However, the newcomer claims its USPs are the environmental credentials of its hybrid ships, which run on battery power and LNG; the variety and quality of cuisine focusing on local ingredients and regional dishes; and more spacious cabins on its four-strong fleet, the final two ships of which launch in Q3 and Q4 this year.

Speaking to TTG last month, Havila Voyages chair Per Saevik set out the line’s plans for UK growth and its sustainability efforts and ambitions.