Hapag-Lloyd Cruises has announced that its future strategy will be focused on luxury and expedition cruises, as the company is looking to grow these segments by expanding its international marketing activities.
With this development, the newly-built EUROPA 2 – sister ship to the existing EUROPA – will be positioned in the five-star luxury segment starting in 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 considered a leading operator 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.
Select cruises on all of the ships of the present fleet, except for the COLUMBUS 2, will be marketed internationally. The EUROPA 2 is a ship designed to offer an international flair and address a sophisticated, cosmopolitan target group, with plans in the future to increase market share in English-speaking countries such as the US, UK and Benelux.
The first English-language EUROPA 2 brochure will be published in mid-September.