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we have not yet made the full announcement, and we do not have a time scale for doing so at the current time

Just over a month ago I posted about an email I’d received from Fred. Olsen’s marketing department. It read:-

Hi All,

We just wanted to share with you the exciting news that Fred. Olsen Cruise Lines is making a significant investment across its fleet and moving in a different direction…

More details to follow on Monday 13th June 2016, so save a space!

Then on 13 June (which was supposed to be the big day) I received another email:

Thanks for all your interest in our ‘new investment’ e-mail last Friday.

Unfortunately, we are just finalising some last-minute details and will have to keep you in suspense a little while longer…

Apologies for the delay and any inconvenience caused, but rest assured that you will be the first to hear when we are in a position to make the full announcement.

Today I decided to follow this up and asked them if an announcement had ever been made, and pretty much immediately I received this reply:

No, we have not yet made the full announcement, and we do not have a time scale for doing so at the current time.

So it looks to me as if something major has gone wrong somewhere. Here’s a link to my original post on this topic. What’s also interesting is that I can’t find any rumours as to what the announcement might have been about. The Fred Olsen forum on Cruise Critic is completely silent about it, for example, and I can’t see anything on Facebook. That said, someone (Malcolm Oliver?) pointed out that their latest long-term brochure contains details of future itineraries for Black Watch, Braemar and Balmoral but not for Boudicca. Could the announcement have been about a replacement?

7 Responses to “No "New Direction" for Fred Olsen – at least, not yet”

  1. Malcolm Oliver says:

    That said, someone (Malcolm Oliver?) pointed out that their latest long-term brochure contains details of future itineraries for Black Watch, Braemar and Balmoral but not for Boudicca. Could the announcement have been about a replacement?

    Hi Tom, yes I did write that, but I believe that I might be wrong!

    Anyone seen Boudicca’s long term itineraries ?

    How about Fred Olsen river Cruises? That sounds very possible.

    Malcolm

  2. Malcolm Oliver says:

    Reblogged this on Malcolm Oliver's Cruise Blog and commented:
    I’m always happy to steal a little bit from Tom’s excellent Cruise blog:

  3. Mary says:

    Boudicca’s cruises have all now been published for winter 2017/18.

  4. Hi Tom, did you read that Olsen are moving into River cruising? There were also rumours about a new-build ocean ship.

    • Tom Burke says:

      Malcolm

      Yes I did read about Fred’s move into river cruising; but I didn’t write about it because, er, it doesn’t interest me that much. Sorry!

      New ship – now that would be noteworthy, and I note that chairman said in March that they had plans in the drawing board. But there’s a big step between that and placing an order. I note that all the new ‘smaller ships’ have been for significantly up-market lines, and I don’t think Fred quite fits that description. But maybe, maybe. Certainly P&O seem to be in a charge downmarket…..

      • Malcolm Oliver says:

        Hi Tom, no problem – you do not have to be interested in everything!

        In reality Fred. Olsen river cruises is likely to be the Amadeus product with Olsen branding and a few British tweaks. However Amadeus are VERY good.

        As for an ocean newbuild – surely they would have to charge luxury fares to make it pay. That would be a different Olsen product to their normal one.

        Are you falling out of love with P&O? 😉

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