Silversea set to overtake

SILVERSEA Cruises will step up its presence in the local market under new head Adam Armstrong, aiming to lift Australia into second place among the line’s key markets.

The luxury operator’s new managing director for Australia and New Zealand will look to lift growth and increase market share, with the travel trade to be a key focus in the line’s strategy.

“I think the Australian market could be the number two market for all of Silversea,” Armstrong told Travel Daily.

“We’re currently number three, behind the US and the UK, and we’re not far behind the UK,” he said, adding that Australian sales could overtake those of the UK within 18 months to two years.

Armstrong took up his new position last week, having joined from Royal Caribbean Cruises where he was Australasian head for two and a half years.

“I guess what I can bring from Royal is the experience of running a large business that grew tremendously over the last decade,” he said.

“We embraced the trade, we used the trade as our key, began to grow, and we grew significantly and brought in new ships.

“So I can bring that experience of embracing the trade to drive growth, to drive success of the brand in the market.”

A key opportunity for Silversea will come in Jan when the line’s new flagship Silver Muse makes its maiden visit to Australia, followed soon after by Silver Whisper which will rendezvous with its sister in Sydney in Feb.

Armstrong said the visits would help mark Silversea’s 25th anniversary and allow it to showcase Silver Muse to as many industry partners as possible, giving them insight into the brand’s future design standards.