P&O launches land-based programme
P&O CRUISES is looking to challenge traditional land-based short break operators with the launch of a new programme targeting the younger, non-cruise market.
It has devised a city and short break brochure featuring a range of cruises from one to seven nights in duration. The operator, which is urging agents to rack the brochure in city and short break section rather than lumping it with other cruise product, said it will be targeted at holidaymakers who have a destination – not a cruise holiday – in mind.
“This is aimed at a new audience who are unlikely to have considered cruising before,” said P&O Cruises commercial director Nigel Esdale. “Destination is the most important aspect when choosing their holiday and layout of the brochure reflects this. The emphasis is very much on locations rather than ships.
“We hope it will be a useful tool in highlighting an easy access point into cruising for those who have not tried it before.”
It has been designed with the younger audience in mind. The programme contains 13 itineraries and has a lead in price of £197 based on a two-night cruise to Bruges on the Aurora. Traditional short break destinations of Amsterdam, Bilbao, Copenhagen, Lisbon and Oslo are also featured.
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