Why Fred. Olsen is taking a guest-led approach to itinerary planning

Martin Lister from the cruise line explains how it utilises guest feedback to create immersive experiences and varied cruises 

Why Fred. Olsen is taking a guest-led approach to itinerary planning

Fred. Olsen Cruise Lines

Laura Hyde

By Laura Hyde |


Every cruise line strives to curate itineraries that provide immersive guest experiences for passengers, but for over 175 years Fred. Olsen Cruise Lines has defined itself not only by carefully crafted itineraries onboard its small ships, but also by its guest-led approach to itinerary planning. 

“Our hand-crafted approach to cruising, the flexibility of our smaller ships, and our distinctive way of exploring the world are at the heart of Fred. Olsen’s strategy,” says Martin Lister, head of product innovation at the UK-based, Norwegian-owned cruise line. “A great itinerary must be more than an idea; it needs to be operationally achievable. As my former mentor Clare Ward said, a product is only successful if it can be delivered as designed.  

“Thanks to our smaller ships, we can reach ports that larger vessels can’t, dock closer to city centres, and sail through narrower, more scenic waterways. This gives us the flexibility to craft itineraries with real depth – carefully selecting destinations that come together to create a more rewarding and memorable experience for our guests.” 

Fred. Olsen Cruise Lines ship Balmoral in Hellesylt, Norway

Fred. Olsen Cruise Lines ship Balmoral in Hellesylt, Norway

Fred. Olsen’s itinerary planners aim to curate itineraries that provide a mix of well-known landmarks and lesser-known treasures, from the Caribbean to the Arctic. 

Guest feedback plays a key role in guiding their choices. 

“Our itineraries must be shaped around the people who sail with us, which means listening to what our guests value and designing experiences that feel personal, rewarding and memorable,” says Lister. “We’re always listening to what matters most to our guests, so we can make each cruise even more rewarding. Whether it’s a request for longer stays in port, or a preference for scenic cruising to be scheduled during the day rather than overlapping with evening dining or entertainment, guest insights help us fine-tune timings and shore visits to create a more balanced and enjoyable experience.” 

Cruise guests can easily explore the historic old town of Cadiz in Spain thanks to the port’s close proximity to the city (Credit: Adobe Stock/vadim.nefedov)

Cruise guests can easily explore the historic old town of Cadiz in Spain thanks to the port’s close proximity to the city (Credit: Adobe Stock/vadim.nefedov)

This guest-led approach ensures Fred. Olsen curates the time available for guests to spend in a destination as thoughtfully as it curates their time at sea. “We understand that for many of our guests, the destination is key when choosing a cruise, which is why we focus less on port amenities and more on how easily you can step ashore and start exploring,” says Lister. “Being within walking distance of the main sights means guests can start exploring straight away to make the most of their time, with popular ports like Bordeaux in France, Cádiz in Spain and Kotor in Montenegro offering unforgettable experiences right from the gangway. Local communities can make a real difference to guest satisfaction too by engaging with passengers. With port calls often limited to just a few hours, a warm greeting, helpful guidance and a sense of place can turn a short visit into a lasting memory.” 

Discover more insights like this in the 2026 issue of Cruise & Ferry Itinerary PlanningDon’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.  

Contact author

x

Subscribe to the Cruise & Ferry newsletter


  • ©2024 Tudor Rose. All Rights Reserved. Cruise & Ferry is published by Tudor Rose.