Fred Olsen managing director Peter Deer outlines his vision for this year and beyond – and there’s plenty to be excited about.

It’s amazing how quickly time passes. Already we are two months into the year and as a cruise company, we are looking at itineraries into 2022 and beyond. But what an exciting year 2020 is set to be. It will be my first full year as managing director at Fred Olsen Cruise Lines, which brings with it a wealth of possibilities.

We will be making some changes here at Fred Olsen, which is a natural part of any company evolving. It should change the way guests feel about our brand.

One of the most important priorities for me is making sure that the 2,000 people who work for us are all on the same page – that we all understand what we represent and why we are here.

We are creating memories that will last a lifetime, so how can the whole team behave consistently to provide that personal touch?

Last year we refreshed and revitalised our company values. Now that these are set out, we need to make sure everyone understands those values.

The agent message

From an industry point of view, ships are polarised by size and the experiences they offer, particularly in a developing market with so many thousands of new guests. The larger vessels provide one type of experience, while the smaller ships – such as those in our fleet – can provide a completely different holiday.

Smaller ships can take you to destinations around the world that are more difficult to reach by the larger vessels. Both provide great experiences for different guests, subject to what they want from their holiday.

In my mind, it’s important that guests understand the distinction and choose what suits them. It’s a bit like going to a large, all-inclusive complex, or alternatively staying at a small country cottage-type hotel.

There’s nothing wrong with either – they are equally great – and I have experienced both on personal holidays. It’s about the customer understanding what they are buying and making sure we, as a company, explain that effectively to the travel trade so that guests can make a conscious decision, not just on the price.

We will continue to work with, and support, the travel trade, but it’s important that agents understand our brand. Our brand changes this year should help agents to really understand what we represent and make it easier for them to place well-suited customers with us.

I’m not trying to sell to every person who wants to take a cruise – I’m trying to sell a cruise that’s suitable for them.

Visit fredolsen.com for more information.