Hurtigruten to pump ‘significant funds’ into trade support
Norwegian coastal voyage operator Hurtigruten has outlined plans for sales growth through the trade following the arrival of new commercial head Kathryn Beadle.
Beadle, former sales and marketing director at Virgin Holidays and Argo/Jetlife Holidays, is to focus on building trade sales through marketing initiatives, training and joint advertising activities with agents plus the addition of extra agency sales staff.
The plans for additional trade support follow claimed overall growth of more than 25% last year.
Although budgets are currently being finalised, the operator plans to allocate “significant funds” to supporting the travel trade.
Plans include the recruitment of new staff to support the trade both out on the road and in the office.
A series of knowledge-based ‘Seminars at Sea’ which will see groups of agents visiting ships to experience and learn about the company. More than 150 agents are expected to experience Hurtigruten first hand.
Other initiatives will include increased marketing spend for agents, online training, road shows and other events.
The company is looking to work more closely with specialist cruise agents, including those belonging to multiples and consortia.
Beadle, who has responsibility for sales, marketing and product, said: “The cruise sector is a new area of the industry for me and it holds so much potential due to the rapid growth in the sector.
“One of my first tasks is to look at ways that we can work more closely with the travel trade. Hurtigruten already have excellent relationships with many of the specialist cruise agents but I believe both the multiples and consortia members offer significant growth opportunities and over the coming months we will be working hard to develop this.
“The employment of new support staff demonstrates how serious we are and I look forward to working more closely with agents this year and helping them develop their cruise business in the lucrative niche sector.”
by Phil Davies
Phil Davies
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