Cruise & Ferry Itinerary Planning 2020

5 0 PL ANNER PERSPECTI VE A destination-centred approach Martin Lister from Fred. Olsen Cruise Lines tells Elly Yates-Roberts why smaller ships and a focus on the ports of call create niche experiences for its passengers T he modern cruising experience is filled with entertainment, activity and leisure. Many ships feature multiple dining options, shops to indulge in a bit of retail therapy and other experiences such as spas, swimming pools or even roller coasters. Fred. Olsen Cruise Lines, however, focuses on finding the perfect destinations and ports of call to make its trips truly special. “We are proud of our smaller ships, and the experiences they allow us to offer our guests,” says Martin Lister, head of itinerary planning and destination experiences at Fred. Olsen Cruise Lines. “Many of the larger ships are focused around the activities guests can enjoy onboard. Instead, we have a more traditional approach to cruising which is centred around the destinations we visit; places where our guests can delve into the culture and experience the local nature, for example.” Positive customer feedback suggests that the cruise line’s methods are working. “We ask our guests to rate their experience and time ashore, whether that be on a tour or while exploring independently,” says Lister. “We then use this feedback to ensure our itineraries continue to feature destinations that our guests want to visit. From this, we know our most beloved offerings are: St. Petersburg, Russia, for the grandeur and intrigue of venturing ‘behind the Iron Curtain’; Sydney, Australia, for its iconic landmarks; and Longyearbyen, Norway, for the remoteness.” Lister has also found that this destination-focused approach and sailing on smaller ships can open up In 2019, Braemar became the largest ship to traverse the Corinth Canal in Greece