How P&O Cruises turned price demand into brand demand in order to shore up its future growth

Principal authors: Rio Cosgrove and Maria McHugh, Founded; Lydia Mulkeen and Dino Myers-Lamptey, the7stars
Contributing authors: Christopher Edgington, Carnival UK; William Jellicoe, the7stars

Setting the Context

Cruise marketing was in competitive waters

P&O Cruises can trace its roots back to 1837 and is credited with pioneering ocean cruising as a leisure pursuit.

By 2014, P&O Cruises led the UK-sourced cruise holiday market with the leading share of 26.2% but was facing increasingly fierce competition. As brands fought to fill their ships, price reductions and sales were becoming more omnipresent in their marketing armouries. And P&O Cruises was no exception.