Fred. Olsen Cruise Lines has detailed a raft of new initiatives and incentives to help its trade partners make the most of the 2024 wave period and beyond

“We’re coming into this wave period off the back of a record year in 2023,” said Geoff Ridgeon, head of sales for Fred. Olsen Cruise Lines.

He put the uptick in business down to the line’s agent partnerships, which were bolstered by ongoing support provided by Fred. Olsen throughout the year.

“In 2024, we are making sure we are continuing that, so everybody understands what our campaign messages are,” Ridgeon continued.

“We want everyone to understand what the Fred. Olsen difference is, and of course there will be some incentives along the way as well.”

Fred. Olsen Cruise Lines offers agents chance to win prizes

During the wave season, agents can enter to win prizes ranging from vouchers to a cruise with their January and February campaign. More information can be found on their Travel Agent Centre.

Looking ahead, Ridgeon hopes 2024 will bear similar fruits as 2023. “Last year was absolutely cracking, a record year for us and it does look like 2024 will be another great year,” he predicted.

“It is very early in the year, but does it look good? It does. The start of January has been amazing, but this has to continue to build if we are to reach new heights.”

Use cruise’s value proposition to convert clients, Ridgeon advises

The line will work closer with its agent partners in 2024 to educate them on how to convert clients from land-based options to cruise holidays, after some of the UK’s biggest operators – Tui, Jet2 and easyJet holidays – increased their ATOL licences, signalling their intention to take more Brits on holiday this year.

“It’s great there’s confidence across all industry types to take more people on holiday, because as an industry, we want people to go on holiday,” Ridgeon said.

“When it comes to cruising, and certainly from our point of view with having a predominantly ex-UK product, my advice for agents would be to look at flight costs, and how much they have risen in recent years.”

He encouraged agents to compare the cost of flights with ex-UK cruises, while demonstrating the value for money a cruise holiday offers.

“It’s about identifying what customers want and pairing them with a suitable holiday type. The value for money in cruising right now is brilliant, especially out of the UK,” Ridgeon continued.

Despite only just entering 2024, Fred. Olsen has already seen bookings come through for next year. “2025 has really started to capture the imaginations and has really started accelerating well,” Ridgeon explained.

“There does seem to be a movement already at this point where 2025 is on the wish list, and not just wish list destinations you’d expect to be booked further out, but also our stock product we are known for, like the Fjords.”