68 PLANNER PERSPECTIVE Small ships, big experiences Martin Lister of Fred. Olsen Cruise Lines explains to Laura Hyde how the cruise line utilises guest feedback to create immersive itineraries for its guests Cruise guests can easily explore the historic old town of Cadiz in Spain thanks to the port’s close proximity to the city 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’s itinerary planners aim to curate itineraries that provide a mix of well-known landmarks and lesserknown 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 Photo: Adobe Stock/vadim.nefedov
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