Seabourn joins Atas as touring and adventure sector ‘ticks all our boxes’

Luxury cruise line Seabourn has joined the Association of Touring and Adventure Suppliers (Atas) to help travel agents “develop their expertise and boost sales”.

Lynn Narraway, UK and EMEA vice-president, said: “The immersive ultra-luxury travel opportunities we offer to some of the world’s most desirable – and remote destinations – puts us in an ideal position to reach new travel partners, and their clients, who may not currently consider cruise within this sector of the industry.

“Our aims are fully aligned with those of Atas: to raise the trade-facing profile of touring and adventure travel and to help travel partners develop their expertise and boost their sales.

“Every Seabourn voyage is an immersive adventure, therefore ‘touring and adventure’ ticks all our boxes and will be our opportunity to meet and work with new-to-cruise, new-to-brand and new-to-expedition agent partners.”

She said nearly 90% of Seabourn’s UK business comes through travel agent and tour operator partners, adding: “Our core business strategy depends on our interaction and excellent relationships with key agent partners.”

The cruise line’s business development team can offer training, webinars, fam trips, consumer events or just an informal chat.

“We are committed to supporting, sponsoring and attending as many trade events and conferences as possible,” added Narraway.

“We believe that every travel partner has a potential Seabourn client.”

Seabourn hosted more than 100 UK travel and tour operator partners on its ocean and expedition ships in 2023, with several travel partners able to enjoy their own Arctic or Antarctica experience.

The team will also be escorting ship visits and fam trips in Europe this summer.

“We strongly believe that when partners talk about their own ‘Seabourn Moments’ they will easily translate into sales for the travel partner, and some very loyal and happy guests,” said Narraway.

The cruise line has launched its 2025 and 2026 products early, to enable agent partners to “satisfy client demand” and has unveiled ‘The Collection’ – special-interest themed Mediterranean voyages in spring 2025.

“This summer we will be celebrating Seabourn Pursuit’s inaugural expedition voyage and naming in Australia’s Kimberley – watch out for details,” added Narraway.

She said Seabourn’s ocean ships are seeing more bookings for long-haul destinations such as southeast Asia, Japan and the Caribbean, while its two ultra-luxury expedition are also seeing “high growth” in demand, especially for polar expeditions, such as Antarctica and the Arctic.

The peaks booking season is going “very well”, she added, with “very good forward bookings” for 2025 and even 2026.

“We are 25% up on 2023, and this trend looks like continuing. We are seeing more multi-generational groups and more guests looking to celebrate a special occasion by taking a Seabourn voyage,” said Narraway.

Its trade site,, features the latest campaigns, news, images and access to the Polar Online reservations system.

“We are continuing to increase our trade engagement through social media; a great way to get photos, messages and ‘stories’ to our agent community,” she added.

Seabourn can support agents’ marketing and create personalised over-branded brochures to email or send to clients.

Commenting on sustainability, she said expedition and adventure clients tend to be environmentally aware.

“Modern expedition ships are becoming more and more focused on sustainability,” she said.

“Both Seabourn Venture and Seabourn Pursuit, for example, operate on Marine Gas Oil (MGO) which is the cleanest possible fuel.

“We are investing in innovation for future fuels and de-carbonising ships. We are reviewing energy consumption onboard looking at innovative ways to reduce it or replace it with green energy.”

Claire Brighton, Atas director, said: “I am thrilled to welcome Seabourn as the latest new member of Atas.

“With their wide range of fascinating itineraries, they have plenty of options that will appeal to clients in the touring and adventure sector – and Seabourn’s commitment to the trade means agents will have plenty of opportunities to boost their knowledge and increase sales.”

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