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.
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