Fred. Olsen Cruise Lines, the UK based destinational cruise line that operates four medium sized vessels, says its efforts to increase the numbers of passengers new to the brand have borne fruit, whereas overall, the British market has struggled in this respect.
“Fred. Olsen has been working hard to attract the ‘new-to-Fred.’ market, and has seen over 43% of bookings from newcomers since the ‘Enjoyment Promise’ was first introduced,’ the company said in a statement.
Introduced in December 2013, the scheme means that passengers not happy with their experience with the line can get their money back under certain terms and conditions. Only five people of the 190,000 that the line has carried since its introduction have resorted to the scheme, a senior company official said.
“The average guest age across the Fred. Olsen fleet has stayed constant during the last five years, whilst the industry average has increased five years in five years, which is further evidence that Fred. Olsen is continuing to offer appealing and innovative cruises to attract a new, younger demographic, as well as catering to its existing loyal clientele,” the company continued.
These trends appear to contrast the overall development of the British market, which contracted by 4.8% to 1.64 million passengers in 2014, according to CLIA UK & Ireland figures.
The percentage of newcomers of the total number of passengers rose to 33% last year from 32% in 2013. However, it was 36% in 2012 and 40% in 2011 and again 33% in 2010.
The average age of British cruise passengers rose to 58.2 years last year from 57.0 in 2013; it was 54.8 in 2010.
In addition to the ‘Enjoyment Promise’, Fred. Olsen has also been trying to stimulate new markets by cruising out of more regional departure ports than any other cruise line, offering the convenience of joining the ship without the hassle of flights. For instance, during its first cruise season from Belfast, in Autumn 2013, nine out of ten guests had never cruised with Fred. Olsen before.
“Fred. Olsen is committed to creating unique itineraries with shorter durations to attract those who are still at work, or who would prefer more of a ‘taster’ cruise for their first experience. The ‘Norwegian Fjords’ continues to be the number one itinerary for ‘new-to-cruise’ and ‘new-to-Fred.’ customers, and Balmoral’s new five-day ‘Norwegian Fjords’ cruise from Newcastle in May 2016 is the perfect itinerary, given its limited requirement for annual leave – just two days, as it is over a Bank Holiday; notably, this itinerary would take eight days from Southampton,” the company stated.
