Agents get inside scoop on P&O Cruises’ Shine at Sea fam
P&O Cruises’ 2025 Shine at Sea training event last week saw 40 agents explore Azura’s refurbished spaces and enjoy excursions in Italy and France
The fam began with a deep dive training session led by Angie Angelova, P&O Cruises’ training and engagement executive, who encouraged attendees to channel their creativity on social media throughout the trip, with prizes up for grabs.
Angelova delivered a snapshot of the brand’s reach and positioning, reinforcing P&O Cruises’ ethos of offering great value for money. A significant portion of the training focused on understanding the cruise line’s core audiences.
Agents learned about two primary types of travellers identified by surveys conducted by the company. Discoverers – passionate cruisers who seek authentic experiences, relaxation, and entertainment and tourists who are adventurous travellers eager to explore a new destination each day. These insights were based on research from Cunard and P&O Cruises guests, revealing that 42 per cent had cruised in the past year, while 82 per cent prioritised authenticity and 93 per cent were passionate about travel.
Agents also learned about P&O’s partnerships with culinary figures such as Olly Smith and José Pizarro. The line has further expanded its brand partnerships beyond food, with collaborations with Salcombe Gin, Tidal Rum, Time Out Markets (for curated shore excursions), and Southampton FC, who provide onboard football coaching for children during summer cruises.
Other family and entertainment offerings include The Reef kids’ club (pre-registration required), a Shaun the Sheep mascot, and a guest experience led by TV presenter Ben Shephard. P&O Cruises also continues its support of British media through its partnership with the BAFTA TV Awards.
The training session included two group activities, the first called Meet the Fleet, was where agents had to assess various ships and identify their key selling points such as value-for-money, spa packages, godmother affiliations and no-fly transatlantic itineraries, which continue to appeal to the UK cruise market.
Liz Hemingway, from Travel Counsellors, praised the organisation of onboard experiences and excursions. She said: “With over 3,000 passengers onboard I was concerned that it would feel crowded or there would be a lot of queuing, especially getting on and off the ship. It was all managed seamlessly and I didn’t queue once.”
Madeleine Proctor, from Bolsover Cruise Club, said: “It was a great chance to capture authentic content for our social media, helping us showcase to our customers just how incredible a P&O Cruises holiday truly is. Seeing it all in person has given me a deeper appreciation for the product and the amazing experience our customers can expect.”
Katie Troccoli from Iglu added: “You think you know what you are stepping into but until you truly experience a FAM, you don’t understand all of the great aspects of a cruise holiday and how it all runs so smoothly.”
The second gathering tasked agents with designing a “perfect day at sea” for different traveller profiles, including solo guests, couples, multigenerational families, and wedding parties. Creative presentations from agents included detailed itineraries, themed activities, and enactments of onboard offerings.
