Fred Holidays has made a strategic move by appointing Danielle Bates as the new Head of UK Sales for Lindblad Expeditions, marking a significant milestone in their partnership.
Bates, who officially joins on October 14, 2024, brings over fifteen years of experience in the cruise industry, promising to enhance the company’s market presence in the niche cruising segment.
New Appointment for UK Sales Leadership
Fred Holidays has introduced Danielle Bates as the new Head of UK Sales for Lindblad Expeditions, effective from October 14, 2024. Bates brings a wealth of experience from her extensive career in the cruise industry, marking a significant step for Fred Holidays.
Bates joins from Fred Olsen Travel, where she spent over a decade and held several roles, including Head of Trade Sales at Star Clippers, a brand represented by Fred Olsen Travel. Her previous experience also includes a tenure at Peter Deilmann River & Ocean Cruises, further reinforcing her expertise in niche cruising.
Role and Responsibilities
In her new role as Head of UK Sales, Bates will be managing the relationship between Fred Holidays and Lindblad Expeditions. She is tasked with overseeing activities aimed at enhancing brand visibility and expanding market share for the National Geographic-Lindblad Expeditions co-brand.
Bates will directly report to Tricia Birmingham, Director of Tour Operations at Fred Holidays, and Christine Stevens, Vice President of National, Strategic, and International Accounts for Lindblad Expeditions. This collaboration emphasizes the strategic importance of the new role in the company’s growth plans.
Strategic Vision and Market Growth
Birmingham expressed confidence in Bates’ ability to drive success, stating, “I am confident that her experience and passion for niche cruising will prove successful in helping us showcase the exciting range of product that Lindblad Expeditions has to offer and to build the business.”
The appointment comes at a time when expedition cruising is experiencing rapid growth in the UK market. The launch of the National Geographic-Lindblad Expeditions co-brand is poised to capture a significant share of this expanding segment, leveraging Bates’ expertise and industry connections.
Bates’ Perspective and Vision
Danielle Bates shared her enthusiasm for the new position, highlighting her eagerness to start, “I am beyond excited to be joining Lindblad Expeditions as the National Geographic-Lindblad Expeditions co-brand begins its journey in the UK market.”
Bates is keen on nurturing and developing key relationships in the trade sector, which she believes will be instrumental to the success of the brand. “Hosting National Geographic experts on board our voyages is a key differentiator in the market,” Bates added, pointing out a unique selling proposition that sets the co-brand apart from competitors.
Anticipated Marketing Initiatives
Fred Holidays plans an extensive marketing push to support the National Geographic-Lindblad Expeditions co-brand. The initiative is designed to increase awareness and attract a broader customer base, leveraging the National Geographic brand’s strong market presence.
This strategic marketing effort will highlight the unique experiences offered by Lindblad Expeditions, such as hosting National Geographic experts on their voyages. Such features are expected to resonate well with the target demographic, looking for enriching and educational travel experiences.
Danielle Bates’ appointment is a testament to Fred Holidays’ commitment to strengthening its strategic alliances and expanding its footprint in the growing expedition cruising market.
With Bates at the helm of UK sales, Lindblad Expeditions is well-positioned to leverage its partnership with National Geographic and achieve significant market growth.