Norwegian Cruise Line Expanding Sales Force by 40 Percent

February 10, 2015 By: Susan Young

Norwegian is on the hunt for more agents to help sell its berths. // Photo by Susan J. Young

With new corporate leadership at its parent firm, Norwegian Cruise Line is getting an infusion of additional sale-focused funding not previously in the line's budget. It's clearly designed to make the line more aggressive in competing with other major industry players, including Carnival Cruise Lines, Royal Caribbean International and others.

Norwegian will sizably expand its North American sales team — almost doubling the number of business development managers in the field. Overall, sales staffing at Norwegian will increase by more than 40 percent.

New Norwegian field sales representatives will be added throughout the United States and Canada, including at least two positions in California, as well as an expanded presence in New York, Texas, the Midwest and the Mid-Atlantic region.

For Andy Stuart, Norwegian’s executive vice president of sales, the moves are a natural progression of the Partners First trade support program, launched in 2011. “Since then, we’ve worked very hard to support the trade, done many things, and changed the way the line has done business,” Stuart said, pointing to this year's Wave Season promotion — less about discounting and more about value-adds.

“We’ve been historically strong on the East Coast and now we’re strengthening the brand on the West Coast as well,” Stuart stressed. He declined to give specific numbers, saying the process was still underway and interviews were just beginning.

In addition, the brand will add a new business development manager position and a director of sales for Canada, joining the four managers already fully dedicated to Canadian travel partners. Sales managers will also be added to the brand's national accounts, key accounts, charters and meetings and incentives teams.

Norwegian is seeking more travel partners to sell its brand of cruising. // Photo by Susan J. Young

“With the recent addition of exciting and innovative capacity and significantly more to come, this expansion will allow us to build closer, more effective partnerships with our travel partners across North America,” said Drew Madsen, Norwegian Cruise Line’s president and chief operating officer. “By growing our sales team, we can reach more travel partners.”

The news about a bigger staff to support travel agents comes just two months after Norwegian Cruise Line Holdings completed the purchase of Prestige Cruises International, parent of Oceania Cruises and Regent Seven Seas, and just weeks after Frank Del Rio, former chairman at Prestige, became, NCLH’s new chairman and CEO.

Travel Agent talked one-on-one with Stuart about how much the recent changes factored into the announcement. Stuart said there was no doubt Del Rio in his role “is a passionate advocate for travel agents and wants to invest more in this area.” Stuart said both he and Del Rio believes the investment in supporting the trade will pay off for the line with increased business.

Funds for the added positions weren’t previously budgeted by Norwegian, Stuart acknowledged. “This was something Frank was anxious to invest in and I think we’ll get this investment on track very, very quickly,” said Stuart.

The enhanced staffing is a Norwegian-specific program, not something for Oceania or Regent Seven Seas. Stuart says it’s “absolutely” designed to make the line more competitive in the marketplace. He estimates that Norwegian will reach thousands of additional travel agents with the increased staffing.

In a domino effect, agents who may have only been supported by an inside sales person in the past, may now be supported by a regional business development manager. That, in turn, will free up inside sales representatives to work with more travel agents – many home-based, and ones that the line wasn't able to reach in the past.

“We’ll be able to strengthen relationships with existing partners and develop new relationships with partners we’re not working with now,” Stuart emphasized.

Stuart pointed out that when the enhanced staffing – offering “increased reach” – is combined with the significant investment that Norwegian has made in marketing tools, booking automation, training, co-operative marketing dollars and a young fleet,” it’s helpful to both the line and agents alike in terms of increased revenue.

Once those new BDMs get out in the field and begin working one-on-one with new and existing partners for Norwegian, Stuart says they can expect “a full package of support,” including travel agent training and cruise nights. Similarly, he says the inside sales staff will begin working with new partners, bringing them up to speed on how they can work most effectively with the brand and build their revenue.

A partnershp with Nickelodeon has brought SpongeBob and other beloved characters to Norwegian Cruise Lines' vessels. // Photo by Susan J. Young

“Our aggressive and sizable investment into our sales force will not only allow us to personally reach more travel professionals, but will also allow us to deepen the relationships we have with our travel partners,” said Stuart, who expressed praise for the existing sales team and what they’ve accomplished.

Norwegian's sales team is currently putting on events to put the line's sales leadership team face-to-face with travel partners and individual agents in 21 cities across the United States and Canada, including Atlanta, Boston, New York, Montreal, Dallas, Los Angeles and others.

Managing the sales force are Nathan Hickman, who recently joined Norwegian from Oceania Cruises as vice president of field sales and national accounts; Alex Pinelo, a veteran at Norwegian who was recently appointed vice president of key accounts; and Katina Athanasiou, vice president of charters, meetings and incentives for Norwegian Cruise Line, Oceania Cruises, and Regent Seven Seas Cruises.

In April of 2011, Norwegian Cruise Line introduced “Partners First,” which included a $16 million investment toward new customizable marketing tools; a more “easy-to-do-business-with” approach; streamlining of technology and a commitment about its approach to direct business.

Travel agents can learn more about Norwegian’s Partners First initiatives at www.norwegiancentral.ncl.com.