Regent Seven Seas Cruises believes a larger proportion of customers are able to afford its high-end offering than previously thought.

A recent market research study, carried out on behalf of the luxury line, suggested customers typically spend 146% more on their cruise when they celebrate a life milestone such as a birthday or an anniversary, according to UK senior director of sales Paul Beale.

Previously, Regent targeted the “top few percent” of the market but now it believes it can access around a third of the cruise market who have a major milestone on the horizon.

Beale said: “We’ve always thought of ourselves as in the top few percent [of the market] but we can go for a third of the market in terms of those that can afford our cruises. More people are moving to luxury.”

Regent is currently running a marketing campaign called Unforgettable Moments to share the message that consumers dig dipper when celebrating a major milestone. The campaign is both trade and consumer-facing.

“This [data] means we can reach further into agent databases than we normally would,” Beale added. “Agents should look at milestone birthdays and anniversaries two years ahead for planning purposes and target these people.”

Asked about the cost-of-living crisis affecting bookings, Beale added: “The luxury market is incredibly robust and has coped with all the challenges that we’ve had over the last couple of years.”

He went on to say the line’s UK trade Facebook group had increased in size by 33% in the 12 months.

“As long as agents are interested in Regent and qualify to join the group through answering a few questions, then we’re interested in talking to them,” he said, adding the group’s growth was “a success story”.

Beale confirmed there would be agent fam trips on Seven Seas Grandeur (pictured) once the vessel launches in November 2023 but said details were still being finalised.

“We’ve had the benefit of having hundreds of agents on the ships post-pandemic,” he added.

“There will certainly be agent trips around Grandeur. We’ll be looking at our key partners and proactive agents with luxury databases.”