UK-based cruise retail specialist, Harding Brothers has changed its name and logo to reflect its passenger focus – and to capitalise on the boom in cruise holidays.

 

The new name, Harding Retail, together with a fresh logo and website, reflect what the company claims is its “far greater emphasis on passenger profiling and market research” and also to underline “the rapidly changing nature of passenger expectations on cruise ships”.

 

According to Harding, in the UK one in eight holidays booked through travel agents is now a cruise, compared to one in 25 holidays booked 10 years ago. “This presents a tremendous retail sales opportunity,” says Harding Retail Marketing Director, Richard Antrum (left).

 

Chief Executive Neil Harding (right) comments: “We have been known as Harding Brothers since being founded in 1930. In today’s environment we felt the name no longer reflected what we are as a company – which is first and foremost a retailer. Our specialism is cruise ships, which is an unusual environment, but the retailing principles are the same. Harding Retail quite simply encapsulates all that we stand for.”

 

PASSENGER DIVERSITY

Antrum, adds: “The world cruising market is showing strong growth and is attracting a wider range of passenger profiles than ever before, including singles, couples and families of all ages and demographics. This is a global phenomenon.”

 

Reacting to that, the company is “putting processes into place that are enabling us to much better understand the purchasing patterns by passengers in our shops” says Harding Retail Managing Director Harold Gittelmon, who stresses the importance of dedicated sales and service training.

 

Last week the cruise line retailer also announced that it would continue its partnerships with Carnival UK and Thomson Cruises (the former contract includes both the P&O and Cunard fleets).