Case Studies - Fred Olsen Cruise Lines

Fred Olsen Cruise Lines has been in business since 1848 and is a family-owned business operating a fleet of five cruise liners. Our brief was to provide direction for the development of the company by understanding cruising needs now and in 2020 and to recommend methods of meeting the requirements of older and younger customers within the same environment.

Millennium undertook a 3 stage research programme: desk research, database and PEST analysis; qualitative research comprising 8 extended group discussions and quantitative research comprising 580 telephone interviews amongst current and potential customers.

Our recommendations included embracing a wider range of communication methods including the internet and media capable of bringing alive the brand experience. Product changes were also recommended in entertainment, detinations and itineraries, food and leisure activities.