Destinations, people, local colours key to Fred. Olsen Cruise Lines’ passengers

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Category: Latest News

Published on Friday, 22 June 2012 09:13

Fred. Olsen Cruise Lines, the Norwegian owned company that is based in Ipswich in the UK, has launched its 2013/14 worldwide cruise brochure. The 244-page colourful publication epitomises the line’s forward strategies and ambition, while company officials also published some performance data that they have not done previously, Alan Lam reports.

During the launch reception, held in the Royal Geographical Society in London, Nathan Philpot, the Sales and Marketing Director, introduced the brochure as “the most lavish ever”.

After carrying out various studies and talking to their customers during the year, the line came to the conclusion that the current cruise focus is on destination. “Not the brand or the ship, our guests want more time in port,” said Nathan Philpot. “They want to meet the people, experience and local colours and see the world. They don’t want cramped public spaces, ports of no interest and unnecessary dress codes.”

The itineraries in the new brochure are based on these findings. Among its myriads of cruise programmes, from mini two-night cruises to its longest-ever 114-night grand world cruise, there are a few new features. Fred. Olsen’s ex-UK cruises will include three new ports of departure - Liverpool, Harwich and Belfast. In total, the ships will depart from nine UK ports. “90% of the UK residents will be no more than 90 minutes away from one of Fred. Olsen ships,” stated Nathan Philpot. The company’s focus on the UK is relentless. There will be 98 ex-UK cruises for the 2013/14 season.

As a part of its more destination-orientated approach, Fred. Olsen has introduced a whole host of maiden ports, including Osaka, Vaasa, Townsville (Australia), Melilla, and Yangan (Burma). “Our ships are smaller and they can go further. We can go directly into the hearts of Ho Chi Minh City and Manaus, for example.”

The itineraries include a new fly-cruise to Tenerife, the traditional destination of Fred. Olsen. This cruise has proven to be extremely popular and is selling very well, according to Nathan Philpot. Other popular choices include - perhaps not surprisingly - the around the UK cruises, the Amazon, Arctic and White Sea, Northern light, and world cruises.

Perhaps the most radical of all is that the line will go “all-inclusive” as from 2013. The new slogan is “The drinks are on us!”

Special efforts are made to promote its 114-night world cruise that include South America and Australasia, and the 104-night world cruise that includes Burma and Japan. A good deal of emphasis has been placed upon far away destinations.

Performance

Fred. Olsen’s booking pattern echoes the general trend of the sector – it is getting later and slower.

So far this year:

Guests          -5%

Revenue      -3.5%

Yield             +2%

On booking pattern:

25% booking inside 6 weeks

75% booking inside 3 months

Over 50% customers are repeaters

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