THE sales strategy for Quark Expeditions will “change slightly” under the new local leadership of Tenille Hunt (CW 08 Jan), with added resources to be focused specifically on trade marketing.
Speaking with CW this week, Hunt said Quark is in the process of adapting to a higher-performance sales culture, which will also include a new NSW BDM joining the team soon.
“Ultimately, we want Quark Expeditions to be the leading brand that instantly comes to mind as soon as travel advisors think of the polar regions,” Hunt explained, adding that the business had previously been doing a “pretty good job of this” while the recently departed Robert Halfpenny (CW 17 Nov 2023) was at the helm.
The broader sales objectives for the year include ensuring its three ships continue to be close to full capacity – which now includes Ocean Explorer, in a move unveiled to the public late last month (CW 23 Jan).
According to Hunt, sales for the new ship are “off to a good start”, with solid booking traction also noted across the wider Antarctica 2025/26 season, which includes a hyped return to Snow Hill.
“Snow Hill is home of the legendary – and seldom seen – colony of 8,000 Emperor penguins, and our team at Quark has a long-standing history of success at Snow Hill,” Hunt said.
“In 2004, we were the first to confirm the existence of the 8,000-strong Emperor penguin colony and our team has landed at Snow Hill more times than any other expedition company.”
Emerging technologies will also play a key role in ensuring travel agents have a top notch sales experience with Quark, with Hunt confirming the introduction of AI-driven ‘Parker the Polar Bear’ last year (CW 29 Aug 2023) has already made a strong contribution to sales.
“[Parker] is the industry’s first real-time, AI-driven virtual polar resource…and is designed to help travel advisors increase their polar expertise and generate more sales…and it has been an exciting development for us and for our community of travel advisors for a number of reasons,” Hunt said.
“The portal is a veritable one-stop shop, providing travel advisors with all the tools, resources and support necessary to help them fulfil their clients’ travel goals.
“Travel advisors can easily and quickly access training resources, marketing materials, advisor incentives, our latest news, expedition brochures and expert tips on how to sell Quark Expeditions’ portfolio of innovative polar itineraries.”
When asked what makes Quark stand out from other polar expedition cruise lines on the market, Hunt said the cruise line steps foot where few ever will, it has a one of the most diverse fleets on offer, and the most experienced team in Australia. AB
