Hurtigruten to roll out new coastal-focused trade engagement programme
Will PayneHurtigruten Norway has announced plans to launch a new series of fam trips and agent rates later this year focused on its coastal and iconic brands in a bid to bolster its relationships with agents.
Speaking to TTG, recently promoted vice president of sales and marketing EMEA and emerging markets Anthony Daniels said the brand’s decision to split its expedition and coastal arms presented an "exciting opportunity" for agents.
"We had to make sure the process of the separation worked for our agent partners as the last thing we wanted to do was disrupt their busy working schedules," he said.
"The potential here is fantastic for both arms and by splitting the business, you have completely separate sales, marketing and commercial functions, giving the trade a deeper understanding of the products and more opportunities."
Daniels, who will head up the line’s coastal, heritage, and iconic products in his new role, recently appointed Royal Caribbean’s Carla Hines as sales lead for emerging markets, further enhancing Hurtigruten’s ties with the UK travel trade.
It came after the line brought in former P&O Cruises vice-president of sales, distribution and marketing, Alex Delamere-White, as interim chief commercial officer and ex-P&O Cruises director of sales and e-commerce Nathaniel Sherborne as vice-president of sales and marketing UK and Nordics for Hurtigruten Expeditions.
"These hires show we’re a product that’s in demand, not just from an agent and a consumer point of view, but actually from the view of people in the industry, as they can see what we’re doing and they want to be a part of it," Daniels explained.
His mission in his new role is clear: to heighten the profile of Hurtigruten’s coastal, heritage and iconic product in the summer months through enhanced trade engagement, including a new range of ship visits and agent rates towards the end of the year.
The expedition line will use the new engagement series to promote its coastal itineraries as an option for summer getaways. Daniels urged the trade to "take a step back" and look at what Hurtigruten can offer with a "fresh pair of eyes".
"Don’t just think we offer winter and Northern Lights sailings – of course they are absolutely massive for us – but what about summer touring holidays? That’s the mindset I’m trying to get through to my team," he explained.
The key to selling the company’s coastal product during the summer months lies in Hurtigruten’s focus on its range of shoreside excursions, Daniels advised agents.
The line offers a three-and-a-half week Midnight Summer itinerary during the summer season and an identical Follow the Northern Lights Trip in the winter, both of which visit four countries with only six nights spent onboard the ship and the rest of the time on land.
"We can provide the bonding for the trips, but everything we are aiming to do hooks on two-way communication with the trade. We want to hear from our partners, as they get the direct feedback from the consumers," Daniels said.
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