Following a period of unprecedented challenge and change wrought by the global pandemic, Fred Olsen Cruise Lines wanted to ensure it was well placed to succeed in the new and unfamiliar market that emerged.

To help the business pursue a successful market share growth and acquisition strategy, we carried out a market segmentation that was driven by attitudes, motivations and needs to help identify target segments. Acting as a planning tool, our strategic study has become integral to the way in which the business markets it cruises, develops the on-board experience, and improves the at port offer.