P&O steps up short-break strategy
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.