Hapag-Lloyd to focus on the luxury and expedition sectors

[HostDave]

Hapag-Lloyd Cruises has announced its future strategy will be focused on luxury and expedition cruises and is looking to grow these segments by expanding its international marketing activities. The newly-built EUROPA 2 – sister ship to the existing EUROPA – will be positioned in the 5-star luxury segment as of May 2013. In addition to the HANSEATIC and BREMEN in the Hapag-Lloyd Cruises fleet, growth opportunities in the expedition segment will be identified and evaluated.

In German-speaking countries, Hapag-Lloyd Cruises is regarded today as one of the leading operators in the luxury and expedition segment. The expansion of marketing activities in international markets goes hand-in-hand with the focus on the areas of luxury and expedition. “By consistently focusing on these two pillars, we strive to enhance further our strength and our leading position as regards quality in these segments and at the same time we will address new markets“, explains Dr. Wolfgang Flägel, Managing Director of Hapag-Lloyd Cruises.

Selected cruises aboard all of the ships of the present fleet, except for the COLUMBUS 2, will be marketed internationally. “With EUROPA 2, we will put into service a ship designed to offer an international flair and address a sophisticated, cosmopolitan target group, planning in future to increase market share in English-speaking countries such as the USA, UK, Belgium and the Netherlands“, adds Flägel. The first English-language EUROPA 2 brochure is due to be published in mid September.

MS COLUMBUS 2: The Hamburg-based operator has taken over operation of the COLUMBUS 2 from Oceania Cruises in the context of a two-year charter contract through to April 2014.