After being rehired by SeaDream at the end of 2023 following stints with AmaWaterways, Fred Olsen Travel and Tradewind Voyages, Schmitt was given a "clear mandate" to grow this market into the line’s second-largest international source market.
Speaking on the line’s SeaDream II in Tower Bridge, London, Schmitt said: "We’re seeing great momentum, with growing interest and a number of enquiries from current and new travel advisors across the UK and Ireland selling SeaDream Yacht Club."
When asked how crucial the UK market – and trade – is to the line, he said: “It’s already one of our most important markets, and we also see tremendous potential, both from seasoned cruisers looking for something more exclusive and from luxury travellers new to yachting.
"The level of interest and engagement from UK travel advisors has also been outstanding once they understand who we are and what we do. We’re still the best kept secret in the cruise industry, but working very hard to change that.
“The travel trade is vital to our success in the UK. SeaDream has always valued our partnerships with agents, and I’m actively strengthening those ties. We are continuing to invest in the market and evaluating ways to support the trade through increased training, events, and closer collaboration."
He believes SeaDream will bolster its UK team in the future as and when demand grows.
Schmitt added that the line is always exploring strategic opportunities, but added: "My focus remains on the opportunities for travel agents and charter clients on our twin yachts SeaDream I and SeaDream II.
"The British Isles have performed extremely well for us, with strong demand from both international and UK-based guests.
"We’re seeing a healthy mix of guest nationalities, with many from the US but also increasing interest from UK and European travellers looking for a luxury, small-ship way to rediscover the beauty of their own backyard.”
On 21 May, agents were joined by media and influencers on SeaDream II before the ship started a Scandinavia and the Kiel Canal voyage to Oslo three days later.
“The latest example of this huge interest is the series of recent events in London, in which we gave hundreds of travel advisors, charter clients, members of the media and various partners and friends a taste of the unique SeaDream experience.”
Founder and owner Atle Brynestad, an industry veteran who also founded Seabourn in the 1980s and has held senior positions at Cunard and Celebrity Cruises, was onboard to welcome guests.
SeaDream recently announced tripling the number of British Isles voyages and ports from the nearly sold-out 2026 season.
New itineraries will include visits to multiple locations around Ireland and the British Isles such as Edinburgh, Liverpool, Dartmouth, the Isles of Scilly, Dublin, Cork, Lerwick and the Orkneys.
Luxury experience
Among the line’s USPs is its level of service, with one crew member for each of the ships’ maximum of 112 guests onboard, with gratuities included in the price.
The ultra-inclusive offering also features premium wine and beverages anywhere onboard plus gourmet cuisine at the Dining Room.
SeaDream I and II boast facilities including a fitness room, pool, Balinese sunbeds, golf simulator, boutique, spa, casino, library and piano bar, while watersports equipment is also available.
When Schmitt is asked if he’s seeing customers increasingly choosing smaller ships over larger ones, he is unequivocal. “Absolutely. As the rest of the industry keeps growing, our small size has never been a bigger advantage," Schmitt explained.
"More and more travellers are seeking intimate, personalised experiences. Yachts like ours, with no queues, no crowds, and one crew member for every guest, are meeting that demand. Guests appreciate the laid-back luxury, flexibility, incredible itineraries and personalisation that bigger ships simply can’t offer.”
