P&O steps up short-break strat­egy

Cruise Weekly - - Front Page -

P&O Cruises Aus­tralia has boosted its short-break of­fer­ing as part of a strat­egy to meet ris­ing de­mand for three- and four-night cruise itin­er­ar­ies.

The lo­cal op­er­a­tor has an­nounced two new choices for in­tro­duc­tion from late next year, in­clud­ing a Coun­try Mu­sic Fes­ti­val at Sea sail­ing from Brisbane in Dec 2019 and two 1980s Tribute Cruises de­part­ing from Brisbane and Sydney in Feb and Apr 2020.

The itin­er­ar­ies were re­vealed at the World’s Lead­ing Cruise Lines Next Wave Sum­mit on the week­end by Sture Myrmell, Pres­i­dent of Car­ni­val Aus­tralia & New Zea­land and P&O Cruises Aus­tralia, who said short-break cruises now rep­re­sent 40% of the line’s of­fer­ing.

“Among peo­ple who are time poor or want a sec­ond hol­i­day, that short break mar­ket is con­tin­u­ing to grow,” he said.

“If you put these theme cruises to­gether well, it’s a lot of fun and peo­ple re­ally get en­gaged.

“The whole fes­ti­val space in tourism has grown all over the world for many, many years so this is tap­ping into that.”

P&O Vice Pres­i­dent of Sales and Mar­ket­ing Ryan Taibel ( pic­tured left with Myrmell) said the line’s short break prod­uct had tripled in the past six years, driven by the pop­u­lar­ity of Big Laugh Com­edy Cruises in par­tic­u­lar.

He said the lat­est short-break ex­pan­sion came in re­sponse to mar­ket re­search by Kan­tar show­ing in­creas­ing de­mand.

“From that re­search we found more than half of Aus­tralians look­ing to hol­i­day are look­ing for hol­i­days of three days or less,” Taibel said.

The Coun­try Mu­sic cruise starts from $424pp quad share, while the 1980s cruise is priced from $474pp quad share.

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