P&O Cruises is ramping up its efforts to capture the new to cruise market with new marketing tools for agents and an expanded range of experience-based products in its plan.
Speaking at the Carnival Partnership Summit aboard Pacific Pearl, senior vice president Tammy Marshall revealed that the “cruise rookie” market is expected to double over the next five years with 75% of surveyed agents citing cruise as a “significant opportunity”.
“The perception of cruising is changing – it’s not just for the older market,” she said.
As a result, the cruise line is also broadening the range of experiences on offer to grow its appeal to additional segments of the market, identifying experience as “the new black”.
In terms of onboard product, that will include additional family activities such as laser tag and a new partnership with Lego along with a new adventure program called Edge which will include a flying fox, funnel climbs, a segway and a new Titanic experience.
The program will debut on Pacific Jewel when the vessel emerges from its dry dock, currently underway.
Incorporating major events such as the Melbourne Cup into its program represents part of a broader push along with the expansion of its range of short breaks. The shorter itineraries offer first time cruisers the opportunity to sample cruising before committing to a longer voyage.
A new Margaret River three-night itinerary operated by Pacific Jewel will depart Fremantle and call at Busselton with two departures in April and May 2015.
“We’re focusing on offering unique experiences,” Marshall said. "Sailing to the region by cruise ship is a unique way to arrive in total relaxation without the usual three and a half drive there and back from Perth."
To get the message across, P&O has also developed a new web marketing program to assist agents in attracting first time cruisers.
The new First Mate program, to be rolled out via www.myccs.com.au, will include a local online advertising tool, a branded flyer “wizard”, a developer for electronic direct mailings and an online financial reporting tool.
Cruise sales will also be crucial for winning new-to-cruise business, Marshall added as she urged agents to take advantage of its next selection of offers to take place between September 16 and 22.
