Havila Voyages has clarified its trade strategy in the UK following comments from its chief executive that appeared to prioritize direct consumer bookings over agent sales. Bent Martini, the line’s CEO, addressed the confusion this week, stating that his remarks last week referred to the company’s global strategy rather than the specific plans for the UK market.
Reassurance for the trade
The Norwegian coastal line had sparked concern after Martini told investors during the second quarter earnings discussion that the company would “continue to prioritise direct bookings and actively optimise margins going forward.” His words seemed to contradict Chief Sales Officer Johanna Hansli, who previously said that “success in tourism can only be shaped hand-in-hand with the travel trade.”
According to the statement shared with TTG, Martini now insists that trade sales “remain a vital and strategic part of our growth ambitions, and we are increasing our investment in the trade, not reducing it.” The company noted that it believes a “healthy, well-developed B2B network remains essential to our long-term success.”
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The CEO highlighted a recent hire as evidence of the company’s commitment to the sector. In May, Havila brought on Robin Griffiths, the former National Partnerships Manager at APT Travel Group, to support its UK operations. The company has also expanded its trade teams in the US and Germany to focus specifically on developing B2B relationships and creating opportunities for joint growth.
While the company maintains it is increasing investment in the UK, the shift in language signals a potential strategic pivot. Direct bookings often yield higher profit margins for cruise lines than those sold through intermediaries. By focusing on direct sales channels, a company can capture more of the revenue generated by each passenger.
For a line that relies on complex, high-value itineraries like coastal voyages, agents still provide a vital link to international markets where the brand may not have immediate name recognition. The current public relations effort appears to be an attempt to balance these conflicting commercial interests without alienating the existing network of travel professionals who already hold contracts with clients.
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Martini outlined a specific plan for the coming months, noting that the line intends to make it easier for partners to sell the product. “Our ambition in the UK is to make it easier for our trade partners to sell our product, strengthen collaboration in key markets and grow our trade business,” he explained. To achieve this, the company plans to attend more trade events than ever before and has developed a programme of agent visits.
“Our B2B partners are an important part of our future,” Martini added. “We value the role they play in reaching customers and growing our business in international markets, and we look forward to continuing to invest in these partnerships and grow together.”