National Geographic-Lindblad Expeditions has outlined how its plans to carve out market share in Britain’s fast-growing expedition sector

The line’s chief executive officer Natalya Leahy, alongside senior USA and UK team members, revealed its growth strategy during a trade and media event onboard National Geographic Endurance in London on 1 May.

Since launching in the UK in late 2024, the company has made significant investments in its UK operations. “We have a UK head of sales in Danielle Bates, we have a call centre here, we have promotions for the UK,” Leahy outlined.

“We’re about to establish UK advisory boards from our travel partners. We really are committed to expansion in this market. And having ‘National Geographic’ at the start of our brand name makes it easier because it’s a very well-known brand here.”

Here, we highlight five strategies National Geographic-Lindblad Expeditions will employ to shape its ambitions for the coming months and years.

Trade engagement

Central to National Geographic-Lindblad Expeditions’ strategy is building long-lasting relationships with the UK trade. Bates told Cruise Trade News: “The trade is a huge part of our vision for the next few years.”

As part of that vision, fam trips to the Galápagos are planned for later this year. Lindblad Travel was among the earliest companies to bring tourists to the islands, starting in 1967, and today National Geographic-Lindblad Expeditions operates four ships there year-round.

Bates explained: “It’s very much my goal to establish us as the go-to expedition line for the Galápagos because of the unparalleled choice that we offer. I want to get agents out there and to bring that to life for them because there’s nothing like seeing it, touching it and feeling it for yourself.”

In addition, the team plans to collaborate with key agents on strategic marketing initiatives to increase visibility and drive momentum in the competitive expeditions sector.

Brand recognition

National Geographic-Lindblad Expeditions is a collaboration between two pioneering brands, both with deep roots in exploration.

Lars-Eric Lindblad founded Lindblad Travel in 1958, leading the first-ever tourist expedition to Antarctica in 1966. But it’s the instantly recognisable National Geographic name that promises to be a particularly strong hook for British travellers.

Bates continued: “Expedition has been and still is growing and having a collaboration with National Geographic gives us an instant share of voice, if you like.”

“I think a lot of [the trade] are excited about the National Geographic name and aligning their own businesses with that too.”

New-to-cruise appeal

The team has identified that 80 per cent of travellers to their top five destinations – Antarctica, the Galápagos, the Arctic, Baja California and Alaska – are new to the brand and many are new to cruise altogether.

Leahy said: “These destinations bring people into cruising, into the expedition category and then they repeat as they go.”

Driving guest loyalty

A core focus for the business as it grows its UK presence is sustaining the high repeat rate it sees in other markets. Driving this is a portfolio of 70 destinations across all seven continents, with enough variety to encourage continued engagement beyond a first-time booking to a top five destination.

The next generation

Another USP that the team hopes will resonate with UK cruisers is its family-friendly approach to expedition travel – an area still largely untapped in this sector.

“We have no lower age limit, which is totally unique in the expedition space. We embrace families on board,” said Bates.

Through its family programme, including elements like guide field notebooks and zodiac driving lessons for young cruisers, the business seeks to broaden the appeal of expedition cruising to a new audience.