President John Delaney, who joined from Seabourn in July, is focusing on the British market, which currently represents less than 2% of Windstar’s sales, compared with the US, which accounts for 85% of its business.
Speaking during a visit to the UK, he admitted to TTG: “We have a very good product, but have not done a good job in selling it here.
“It has been a completely missed opportunity, but we intend to turn this around. The UK is my first priority, and by the end of 2018 I expect it to be 20%.
“I really believe that Windstar can own small-ship cruising.”
Delaney is confident the line, which comprises its original trio of clipper-style yachts and Seabourn’s original three 212-passenger mega-yachts, will appeal to UK cruisers, particularly those who have sailed on the former Seabourn ships.
He is also keen to strengthen links with the trade. Windstar has introduced the SeaWare reservations system, enabling agents to source sterling prices on its website; appointed promotional agency Black Tomato; and plans to create a dedicated UK sales rep role.
The line is represented in the UK by The Cruise Portfolio and Delaney stressed this would continue, but he said he was also focused on forging new relationships with agents.
In February, Windstar is set to announce a series of enhancements to its loyalty programme and Delaney said he intended to follow this with a string of promotional trade, consumer and press events during the year.
He also wants to host some voyages himself and is keen to showcase Windstar’s vessels to agents and their customers when they call at UK ports.
The line intends to build on its product offering, with more off-the-beaten-track itineraries, personalised experiences and tie-ups with organisations such as Unesco.
Delaney is also keen to capitalise on opportunities through Windstar’s parent company, the Anschutz Corporation, whose offshoot the Anschutz Entertainment Group owns London’s O2 arena.
