P&O Cruises – (prices) Have Hit Rock Bottom.

It’s happened again, P&O Cruises have just released their Winter Deals. Prices have been slashed on thousands of holidays in their winter sun sale, with some sailings reduced by as much as 35%. The two-week sale runs from September 1st-15th with 11 night cruises now available from only £499 per person.

It wasn’t long ago that P&O decided last minute discounting was to become a thing of the past, P&O didn’t want to devalue their product and didn’t want customers being put off booking early to get the best deal.

Giles Hawke, the (then) Customer Services Director of Carnival UK,  back in Summer 2012 spoke about a new pricing structure to be introduced, he said;

“Our objective is to avoid constantly adjusting our fares, and giving our customers a consistent price which they can rely on with a guarantee that they won’t be left out of pocket, we want to offer 100% peace of mind that early bookers will not be penalised”

That’s great Giles, take a look at some of the recently adjusted fares which will leave early bookers out of pocket!

Aurora 18 November 11 nights from £499 per person.

Southampton, : La Coruna, Spain : Casablanca : Malaga : Seville (Tours From Cadiz) : Lisbon, Portugal : Southampton

Arcadia 9 December 11 nights from £499 per person.

Southampton, : Vigo, Spain : Oporto : Seville (Tours From Cadiz) : Malaga : Gibraltar : Lisbon, Portugal : Southampton

Oriana 10 November 12 nights from £599 per person.

Southampton, : Madeira, Portugal : La Palma, Canary Islands, Spain : La Gomera : Santa Cruz, Tenerife : Lisbon, Portugal : Southampton

It wasn’t so long ago that a P&O Cruises holiday was something people aspired to, something to look forward to, a well deserved treat. The feedback i’m getting now suggests they are looked upon more as a bucket and spade bargain bucket holiday, a quick cheapie that can be fitted in between a ‘proper holiday’.  I’ve also had a lot of negative feedback recently about the general quality of service, dining experience and overall standard on offer.

I think P&O are confused, I understand that the laws of supply and demand dictate pricing policy but if they are to go down the £499 per person route for an 11 night cruise they should market themselves accordingly. People still expect the same levels of standard and service at £499 as they would at £1499 and let’s be honest this isn’t going to happen. I appreciate the concept of ‘good value’ and that bargains are there for the taking, but i’m also a firm believer in the philosophy that ‘you get what you pay for’.

While these heavily discounted, last minute cheap cruises will undoubtedly get bums on seats, i’m sure it’s not the way to promote customer retention and brand loyalty, clients that are predominantly price focused will surely take whatever they can get last minute at the right price regardless of the brand. If this wasn’t the case they would have booked a year in advance to get exactly what they wanted with who they wanted – right?

The clients P&O should be looking after are the ones who book at brochure launch, up to 18 months in advance who are brand loyal. I fear however with the advent of more and more heavily reduced last minute cruises, that all important P&O customer base: the brand loyal, early booker will steadily become a thing of the past, or at least switch brands to one they have faith in when it comes to pricing.

When is the last time Seabourn offered an 11 night cruise at £499, and they seem to be doing alright……

Let me know what you think.

Bye for now.