P&O Cruises’ Iona pulls in the younger punters
P&O Cruises claims its new ship Iona is attracting a younger market, with 49% of bookings from those who are new to the cruise line coming from the under 45s.
The ship, which will launch next year, will be the biggest built for the British market.
Almost half of bookings for next August are from families, many of whom are new to P&O, it said. One in three guests on Iona in 2020 will be part of a family group.
The cruiseline has been specifically targeting younger travellers and families in a new cinema and TV advert starring comedian Rob Brydon, which shows the ‘Gavin and Stacey’ star and his ‘son’ getting to grips with a range of experiences on a Norwegian Fjord cruise.
The strength of bookings in younger age segments is seen across the fleet, but especially on larger ships, said P&O. During the 2019 Wave sales period, 53% of all newcomers to P&O Cruises were under 55.
There has been a marked 2% rise in the number of those under 45 taking their first holiday with P&O Cruises. With a third og new guest bookings during the Wave sales period in this younger age group.
P&O Cruises president Paul Ludlow said: "We’ve always provided families and younger guests with memorable and magical holidays, and it’s clear from this research that even more are now being attracted to our ships and the incredible experiences we can deliver.
"We really believe that we are changing perceptions, making cruising a cool choice for younger generations by offering unbeatable onboard value alongside enjoyable and exhilarating shore based activities."
"This August one in three guests taking a P&O Cruises holiday will be a family, a statistic that is even more pronounced on our bigger ships in the peak period when four out of 10 guests travelling this summer on Britannia, Azura and Ventura will be families. What’s even more exciting is that our sales figures show that Iona will continue to reshape the market, with new younger cruise guests already booking to join us during her maiden season."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025