P&O Cruises remains unfazed by ongoing economic uncertainty in the UK and Europe, with managing director Carol Marlow insisting that the cruise line was not experiencing a downturn, simply a slowing of growth.
While the cruise line had been set for its biggest World Cruise year ever in 2013, with Azura to be pulled from Caribbean waters to be used on world cruising routes, the onset of economic strife had seen a shift in demand.
“What we’re seeing now is more and more demand for shorter cruises and Caribbean cruising,” Marlow said. As a result, Azura will be kept in the Caribbean.
She claimed that cruising was continuing to grow, while land packages struggled, because of the “exceptional value” that it offered and that P&O was in a particularly strong position because of its 175-year pedigree.
“People from all walks of life are turning to trusted brands,” she said.
Her confidence is demonstrated by the fact that P&O will welcome a new 3600-guest liner, yet to be named, to its fleet in 2015.
“We are confident that by 2015, we will see the demand for eight ships,” Marlow said.
Meanwhile, the Australian market was going from strength to strength, accounting for 20% of its overall passengers in 2012 rising from 11% in 2011.
The number of Australian repeat cruisers was also on the up, with 34% of Aussie passengers in 2012 having cruised before compared with just 20% last year.
“We’re starting to see some loyalty building,” she said.
Australia is P&Os second most important market after the UK, which Marlow attributed to its British connection.
“We have a very British way of doing things,” she said. “That appeals to the British, and to those with a British way of doing things, like some Australians.”
In 2012, the cruise line has three ships sailing in Australian waters and the cruise line will soon start selling its South America itineraries aboard the Adonia on the back of strong demand.
