| Uniworld’s data-led edge

DATA is driving Uniworld Boutique River Cruises’ growth, as it transitions from a family run company to private equity ownership, the line’s president & chief executive officer Ellen Bettridge has detailed.

The Uniworld head, in Sydney for the line’s 50th anniversary, said tech-focused developments are aiming to make it easier to do business with the brand.

“It’s all about technology…looking at how you’re doing things and how you could be better, how do you make your data better,” explained Bettridge (pictured right with local managing director Alice Ager).

“How do you make it easier for a travel advisor to transact with you, how do you make your website better and provide better information to consumers – we’re investing in all of that.”

One destination which is prospering for Uniworld is Egypt.

Ager said Uniworld is now positioning the destination as a stopover on the way to Europe.

“We’re using Egypt as a potential stopover for people who are going into Europe.

“Pulling into the Middle East and taking a tour into Cairo because it is so easy to do, and its a trending destination.”

Another destination which is taking off for Uniworld is India, where the cruise line offers sailings along the Ganges aboard Ganges Voyager II.

Bettridge said backing decisions with detailed numbers-based plans is helping the line to find an edge, as the market becomes increasingly competitive.

“You have to be backed up with information, backed up with data, you need to present your ideas in order to get them done,” Bettridge explained. MS