Fred Olsen: Sailing away with the enthusiasts

Fred Olsen, a cruise line, ran an extensive research programme of in-depth interviews and group workshops across the UK to make the business profitable in the post-pandemic era, understand the audience for cruises, and position the brand in a fresh, appealing and distinctive way.

Summary

This is a story of the strategies employed by Fred Olsen, a cruise line, to make the business profitable in the post-pandemic era. When the pandemic hit Fred Olsen bought two new cruise ships adding 30% to their passenger capacity. Loyalty was already high. New customers had to be found.

A blend of research methods culminating in a market segmentation showed a potential audience of 7.5 million who cruise but not with Fred Olsen. The main target was the 1.2 million Enthusiastsin the UK which offered Fred Olsen significant room to...

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