The importance of winning over the new-to-cruise market in securing the industry’s future is no secret to those familiar with the sector. 

Last July Saga volunteered its ship, Spirit of Discovery, to host a crucial summit, bringing together first-time cruisers of a different kind – Department for Transport, Foreign Office and Public Health England representatives – to meet with cruise leaders.

“You’d be surprised how many people who attended had never been on a cruise ship,” recalls Saga Cruises chief executive Nigel Blanks. “That was a bit of an eye-opener for me because those people [in government] look after the industry, but they’d never been onboard before.”

Using its new flagship, Saga was able to “wow” the governmental delegation with its onboard experience and – most importantly – the line and the industry’s strict stance on safety.

Blanks believes the gathering was “the catalyst” for helping build trust and confidence, and played its part in this month’s long-awaited resumption of domestic sailings.

“It helped focus their minds and got the wheels in motion,” he explains proudly. “It’s really important the industry is properly understood… I think we’ve turned the tide [within government].”

CHARTING A COURSE

Saga’s approach to the restart of ocean cruising has arguably led the industry in recent months. 

In January, its new requirement for passengers to be fully vaccinated became an almost universal approach.

“Nobody [in government] asked for it, we volunteered because we felt it was the right way to protect guests and the crew,” says Blanks, describing how 98% of Saga guests surveyed “resoundingly wanted us to do it”.

A previous accolade – becoming the first in the industry to achieve a Shield+ accreditation from maritime safety expert Lloyd’s Register – had strengthened the line’s Covid-secure credentials.

As Blanks puts it with a modest grin: “Little old Saga has been leading the way.”

“I think we’ve proven to people that we can create a super-safe environment and the protocols we have in place have helped us to do that – we’re in a strong place.”

BRITISH FOCUS

This approach bodes well for the line’s return to service later this summer, with Saga set for a series of round-UK itineraries starting in June, all of which have now sold out.

Among its voyages is the maiden sailing of Spirit of Adventure. With its arrival delayed by Covid (Saga actually took delivery of the vessel last September), Blanks is clearly filled with excitement at the prospect of “a second chance” to launch.

Two naming plans are currently on the table – a virtual ceremony and “more of a real, hybrid event” – as the line waits for rules and restrictions for the summer to become clearer.

Something he can focus on with more surety is preparing Saga’s crew for their return.

Before speaking to TTG, Blanks had been on a crew training call to get ready, with 95% of Discovery’s crew due onboard by the end of May and Adventure fully crewed in June.

“We’re going to have to get that muscle memory back because the thing that we’ve always been very proud of is the service we offer.”

With enviable guest loyalty, you imagine many will be more than happy just to be onboard.

Since March 2020, the brand has retained “over 70%” of guests whose bookings had to be cancelled due to Covid. And in the most recent round of rebookings, what Blanks describes as “probably the most difficult ones”, almost 85% of customers booked for Spain retained their holiday, opting for UK sailings.

SUMMER PREDICTIONS

But when might clients be able to journey beyond British shores? Blanks predicts international cruising’s return later this summer, once further clarity is given on overseas travel.

“I think the signs are positive, [but] the beauty of a cruise ship is it’s a floating hotel. We can take the ship to wherever we need to go, wherever is open [and] we can avoid the places closed or that don’t want ships.

“Our first international cruises are not until August and, as I sit here now, I’m confident we’ll be able to operate those.” Looking even further ahead for Saga, with its second ocean vessel readying to sail – could yet more expansion be in the works post-pandemic?

Blanks says the line will use 2022 as a “proof of concept” year after its new-build ocean project, to prove to its board the buoyancy of the cruise industry.

The signs are good. With its British Isles programme for this summer sold out, Blanks says Saga’s 2022 capacity is already more than 40% sold.

“At the end of the day, in my mind, three ocean ships is a fleet and I’d like to be captain of the fleet one day,” he smiles. “My aspiration is to have at least another one [ship].”

“For now, we have to fill the ships, keep guests happy and coming back and show we can be the best British cruise line – that’s what we want to be.”

If his winning over Westminster officials is anything to go by, Blanks’ fleet dreams may soon become a reality.