Silversea global sales chief says new role will bring line closer to trade

25 Mar 2024by Ilaria Grasso Macola

Silversea’s global sales chief Massimo Brancaleoni says taking on a wider remit will help drive luxury cruise sales in an increasingly competitive market, and bring the line closer to agents.

Ilaria Grasso Macola

News reporter

Ilaria Grasso Macola

News reporter

Brancaleoni took on a wider job remit in early February (Credit: Silversea)

Speaking exclusively to TTG, Brancaleoni – who took on the additional brief for revenue in February – said his new role will enable the line to forge closer ties with the trade.

“My role means our trade relationships are far more effective and it allows us to go to market more quickly – and that is pretty essential,” he said.

Peter Shanks, Silversea UK and Ireland’s managing director, highlighted how Brancaleoni’s expanded remit gave the line “greater clarity” about how to market its portfolio.

“It’s really essential for our business that we are quick to react to what our travel agent partners need when we launch a product or a tactical campaign,” Shanks added.

Brancaleoni’s new role has proved extremely helpful during the recent wave season, said Shanks.

“We had a much more coordinated approach this year from sales, marketing and revenue management and the [wave] campaign was extremely well planned,” Shanks commented.

When asked how he currently viewed the luxury cruise market, Brancaleoni said: “There’s a very good level of demand as well as healthy pricing around. I’m thrilled to see a market that is increasing instead of shrinking.”

But Brancaleoni argued cruise lines must add capacity “in a smart and intelligent way” as this would increase competition and ensure lines deliver the best product possible.

He added this would have a positive impact “on the whole ecosystem” as travel agents, new-to-cruise and premium customers would all be encouraged to engage with the sector.

This week, to expand its client base, Silversea broadened its pricing structure, adding a “port-to-port fare” and an “essential fare” to its “door-to-door” all-inclusive charge.

Customers who book the port-to-port fare can choose their own travel arrangements, while those opting for the essential fare must book their own air transfers as well as shore experiences.

Silversea believes the new structure will make its cruises more accessible to customers. “Different people have different needs, and this is the reasoning behind our new pricing proposal,” Brancaleoni concluded.