Hayley Moore spoke exclusively to Travel Bulletin about the new brands Love positioning, launch of two Sphere class ships, and exciting partnerships on the horizon to help the trade navigate the seas ahead.
Kicking things off, Hayley elaborated on the brand's new angle, inviting guests to 'Come Feel the Love' aboard a Princess voyage.
"We've got our new brand positioning, which is really exciting. I think one of the most exciting things about it is that it gives everybody, from past guests to agents, an opportunity to talk about the Princess brand more.
"It really embraces our heritage to drive the future, that's what we say about our positioning. Princess was put on the map by a TV show called The Love Boat, so love is very much in our DNA. We believe that exclusively allows us to own 'Love' and use it as a really strong platform.
"Obviously, campaigns come and go, but 'love', being such a strong platform, is here to stay, and it helps us tell our brand story and helps the agent partners to use it as a vehicle to speak to our trusted and loyal guests and excited first-timers."
On the potential of the new positioning for agents in particular, Hayley continued: "It's a whole new avenue, a way to remind clients what the Princess brand is all about. Agents can use it to guarantee guests that they'll always find something to love; we've got our amazing ships, amazing service, and new ships, ports and itineraries.
"What we've seen as far more important coming out of the pandemic is guests looking for something to fall in love with. You can fall in love with your holiday, with reconnection and with family. It gives us a really strong opportunity to appeal to all kinds of guests."
The new era also heralds two new Sphere class ships; Sun Princess and Star Princess, which the cruise line's director of marketing communications explained as "a real evolution but standing for everything that we've spoken about Love as well. Introducing a new class of ships offers more holidays, more ships, more talking points for agents, all the while retaining our Princess essence."
Agent activation has never been more important, as Hayley made clear: "Quite recently we took some of our agent partners to the shipyard outside of Venice, showing them the ship while it's actually being built, armed with the knowledge about what it will become and be a part of the journey from the start."
"We've also got some exciting partnership plans going forward that I can't reveal any more detail on, but it's going to be the sort of opportunities that show we're getting behind the trade and support them as we bring the new ships to life. There's more opportunity for our agents than ever before."
Princess Cruises' dedicated agent portal hosts a boatload of information to keep agents in the loop, including the POLAR ONLINE booking system.
