Seatrade Cruise News is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Fred Olsen playing to its strengths: ‘Small ships for a big world’

PHOTO: MARY BOND Peter Deer and Jackie Martin.jpg
Fred Olsen's md Peter Deer and marketing & sales director Jackie Martin at the 2021/22 worldwide brochure launch
Fred. Olsen Cruise Lines unveiled its new brand strategy in London on Wednesday to UK trade and media focussing on its fleet of four smaller ships and the benefits they bring to customers.

Peter Deer, six months into his new position as managing director, shared his priorities including ensuring building a trust with the customer from booking through to sailing and beyond and playing to the company’s strength of operating smaller more intimate ships that can get closer to destinations.

Smaller ship benefits

‘A family-run company to this day for us, smaller ships bring big benefits, and we feel that we are just the right size for us. I don’t believe the big lines can do what we are doing,’ he said.

Jackie Martin marketing and sales director, who has been with the company for one year shared the company’s small-ship strengths: they can visit get much closer to destinations; guests can enjoy uncrowded experiences ashore, they can get on and off the ship easily; personal service and make less of an environmental footprint.

224 destinations

Martin Lister, head of planning and destinations outlined some of the highlights of the ‘new look’ 2021/22 worldwide brochure with Balmoral, Braemar, Boudicca and Black Watch visiting 224 destinations in 73 countries, on 93 different itineraries, with durations between three and 153 nights, including 88 different areas of scenic cruising.

Complementing the UK departure ports of Southampton, Dover, Liverpool, Newcastle and Edinburgh (Rosyth), Fred. Olsen will also be offering an expanded programme of fly-cruises in 2021/22.

Lister added the 2021/22 ocean cruise programme will feature 12 maiden calls: Bluff and Picton in New Zealand; Crotone, Gallipoli, Milazzo and Monopoli in Italy; M’Diq in Morocco; Port d’Alcudia in Mallorca; Sandakan in Borneo; Savina in Formantera, in Spain’s Balearic Islands; Setubal in Portugal; and Trelleborg in Sweden.


Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.