Agents should make Europe their ‘primary focus’ for 2024, says Celebrity chief

There is a “massive opportunity” to sell Europe holidays in 2024, according to Celebrity Cruises’ managing director and vice-president EMEA.

Giles Hawke told delegates at Advantage Travel Partnership’s Latitude cruise conference there will be “lots of availability” for cruises in the Mediterranean and Northern Europe next year.

He predicted the North American market would be lower for European holidays in 2024 due to ongoing geopolitical conflict, which he said gives agents an opportunity to fill the space.

“Next year we’re looking at Europe for Brits being a massive opportunity,” he said.

“Americans often see Europe as very small and with everything that is going on at the moment a lot of them will be put off from travelling over and taking a European holiday.

“There will be lots of availability to sell into in the Mediterranean which is where our new ship Ascent is going to be based, Apex will be sailing from Southampton and we have lots of Northern Europe itineraries so there is loads for agents to buy into.

“My advice is to focus on Europe as the primary opportunity in 2024.”

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