HAL predicts further local growth

HAL predicts further local growth
By admin


Holland America senior executive Joe Slattery has said there is “no reason” why Australia’s appetite for cruising should not continue to grow after describing it as the world’s most exciting market.

Only Germany was comparable to Australia’s 2012 passenger growth of 11%, with local market penetration rising from 2.7% in 2011 to 3% last year. Australia is now second only to the US’s market penetration of 3.3%, Slattery said.

Germany’s penetration rate is 1.7%, he said, after showing a similar surge in interest, although figures from the Cruise Lines International Association suggest the penetration rate in Germany reached 1.9% in 2012.

Visiting Australia as part of Holland America’s 140th anniversary celebrations, Slattery, vice president international sales and marketing, said he expected the popularity of cruising to continue to increase in Australia although rising beyond the US penetration rate would be “unchartered territory”.

“But I really see no reason why that should not happen,” he said. “It is a very exciting growth market, matched only by Germany.”

He declined to reveal the number of Australia who cruise with HAL but confirmed it was on the rise.

HAL’s 2013/14 Australia season includes a 34-circumnavigation from Sydney on ms Volendam with a greater number of sectors available than previous round-trips.  The cruise departs Sydney on October 20.

Meanwhile, HAL will introduce an 'On Location' activity program on every cruise with the aim of bringing local culture onboard its ships.

The program, to be rolled out at the end of the year, involves performances, lectures and demonstrations in dance, music, culture and cooking relevant to the region the cruise ship is visiting.

Slattery’s visit will include a first trip to Melbourne where he will meet with APT, one of its key partners in Australia.

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