National Geographic-Lindblad Expeditions is to set up an advisory board of UK agents as it looks to become the leading expedition cruise line in the UK by increasing its trade sales.
Head of UK Sales Danielle Bates, who joined the line from Star Clippers seven months ago, is also planning a fam trip to the Galapagos for up to nine UK agents in November.
“We have four ships in the Galapagos all year, meaning our offering in the region is unparalleled, and I want to establish us as the go-to expedition line for the Galapagos,” said Dani.
Announcing the initiatives for the UK travel trade from onboard National Geographic Endurance, which made its maiden call in London on Thursday, Dani said the cruise line’s relationships with agents were key to its growth in the UK.
She said an advisory board of a ‘very small group’ of UK agents will be set up to enable the cruise line to gain valuable feedback from those selling its voyages. “It will allow agents to become part of our journey,” added Dani.
Although still in the planning stage, Dani said the panel would likely have quarterly online meetings and an annual gathering in London with the cruise line’s US and UK executives. “Agents thoughts on the brand are important to us,” she added.
The line appointed Fred. Holidays as its general sales agent last October, with a team of six in a dedicated calls centre. The move has allowed agents to sell tailormade flight-inclusive packages on National Geographic-Lindblad, which Dani said had led to an uptick in bookings.
Simon Rowland of Wildfoot Travel, who was one of several travel trade guests invited on an overnight sailing on Endurance during the ship’s visit to London, said he believed it could become one of the top expedition lines in the UK.
“It’s a great proposition, it has a similar appeal to Quark, and I think that now it’s working with Fred and Dani is onboard it will do very well,” he said.
Currently, around 68% of National Geographic-Lindbald UK sales come from the trade, but the market is tiny compared to the US, which accounts for more than 95% of its bookings.
However, new CEO Natalya Leahy, who joined the cruise line in January from Seabourn, said she expects the UK to become a ‘strong’ second market for National Geographic-Linbald. “There are four million households in the UK qualified to be our guests (with wealth of $1m-plus) so there is plenty of room for growth,” she added.
“I am very confident that the initiatives we are taking now with the UK travel trade will lead to a significant jump start for us in the UK.”
