44 INTERVIEW Collaborating for cruise growth Samantha Stimpson of Fred. Olsen Cruise Lines outlines to Rebecca Gibson why strong partnerships between cruise lines, ports and destinations are key to the industry’s long-term success When choosing which ports to include on itineraries, every cruise operator starts with the same essential questions. “The fundamentals have to be right,” says Samantha Stimpson, CEO of UKbased Fred. Olsen Cruise Lines (Fred. Olsen). “We ask: is there infrastructure in place to support the size of ships and the number of guests? Are there strong transport links to places of interest, or opportunities for guests to explore independently? Is the destination accessible for people of all ages and abilities, and are local businesses open and ready to welcome visitors?” Fred. Olsen’s three small ships homeport in four UK cities – Edinburgh (Rosyth), Newcastle, Liverpool and Southampton – and sail to destinations worldwide. The brand prioritises those offering immersive shore excursion opportunities. “We’re lucky the smaller size of our ships means we have more ports available to us, so we can be more selective in the places we visit,” says Stimpson. “We offer opportunities to go to well-known attractions and points of interest, but what matters most to us is offering authentic experiences that help guests connect with the places they visit. We want to work with local communities and support the real people who live and work there every day. It’s not about docking in a port and putting all our guests on coaches to other places; we want that exploration and discovery to begin the moment they step ashore.” Sustainability requirements will also become increasingly important, predicts Stimpson. “Across the industry, ships are increasingly ready for shore power, but the challenge now lies ashore,” she explains. “Our sister ships, Bolette and Borealis, can make use of shore power, but many ports don’t yet have the infrastructure in place to support it. Continued investment in port infrastructure will be essential in the years ahead.” Regulation and taxation are shaping deployment decisions too. One challenge is the growing number of governments and port authorities around the world introducing, or considering, passengerbased taxes and charges in response to overtourism, infrastructure pressures and the environmental impact of cruise “ Guests are increasingly looking for meaningful and immersive travel experiences… and that plays directly to our strengths”
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