Introduction to Fred. Olsen Travel
Fred. Olsen Travel is a distinguished name in the UK travel industry, headquartered in Ipswich, Suffolk. As a subsidiary of the Fred. Olsen Group, the company has been a trusted provider of cruise holidays, travel packages, and bespoke travel services for over 170 years. With a dedicated fleet of four boutique-style cruise ships—Borealis, Balmoral, Braemar, and Black Watch—Fred. Olsen Travel offers intimate voyages to over 80 destinations worldwide. The company is renowned for its traditional British service, attention to detail, and unique itineraries that appeal to seasoned travellers. With a workforce of over 2,000 employees across its offices and onboard operations, Fred. Olsen Travel generates annual revenues in the region of £300 million, making it a significant player in the UK cruise market. Its reputation for quality and heritage has earned it a loyal customer base and numerous industry accolades, including Best Small Ship Cruise Line at the British Travel Awards. The company profile of Fred. Olsen Travel reflects a commitment to excellence, innovation in travel experiences, and a deep respect for maritime tradition, positioning it as a leader in the niche of small-ship cruising. Organizations such as ABTA and CLIA endorse Fred. Olsen Travel, further validating its high standards. The company continues to evolve, integrating modern technology with timeless service to meet the demands of today's travellers. Whether it's a scenic voyage along the Norwegian fjords or an adventure to the Caribbean, Fred. Olsen Travel delivers curated experiences that create lasting memories. The brand's strength lies in its ability to combine heritage with modern sophistication, ensuring every guest feels valued and cared for. This introduction sets the stage for understanding why Fred. Olsen Travel is a top choice for travellers seeking authentic and luxurious cruise holidays.
Company History and Business Evolution
Fred. Olsen Travel traces its roots back to 1848 when the Olsen family began shipping and trading in Norway. The company's evolution from a shipping line to a cruise operator is a fascinating journey of innovation and resilience. In 1948, the first passenger cruise was introduced, marking the beginning of Fred. Olsen Cruise Lines. Over the decades, the fleet expanded, and the company moved its headquarters to Ipswich in the 1970s. Significant milestones include the acquisition of renowned ships such as the Black Watch and Braemar, and the launch of the new flagship Borealis in 2020. The company has weathered economic downturns, shifts in travel trends, and most recently, the global pandemic, by adapting its offerings and focusing on safety and flexibility. Fred. Olsen Travel pioneered the concept of 'Fly and Cruise' packages, making travel more accessible. In 2015, the company underwent a major rebranding to modernize its image while retaining its heritage. Acquisitions of smaller travel agencies and partnerships with luxury hotel chains have broadened its scope. The introduction of themed cruises—such as music, history, and food & wine—has attracted niche markets. Under the leadership of CEO Nigel Blanks, the company has embraced digital transformation, investing in a new online booking platform and customer relationship management systems. The history of Fred. Olsen Travel is one of continuous adaptation: from sailing ships to steam turbines, from printed brochures to personalized apps. Today, the company stands as a symbol of British cruising excellence, with a clear focus on premium, small-ship experiences that avoid the crowds of mass-market cruising. This evolution demonstrates a deep understanding of its clientele and a commitment to sustainable growth, making Fred. Olsen Travel a benchmark in the travel industry.
Fred. Olsen Travel at a Glance
- Headquarters: Ipswich, Suffolk, United Kingdom
- Founded: 1848 (as shipping line), 1948 (as cruise line)
- CEO: Nigel Blanks
- Parent Company: Fred. Olsen Group
- Revenue: Approximately £300 million (2023)
- Employees: ~2,200 (including shipboard and office staff)
- Fleet Size: 4 ships (Borealis, Balmoral, Braemar, Black Watch)
- Destinations: Over 80 worldwide (Europe, Caribbean, Norway, etc.)
- Market Focus: Small-ship cruising (maximum 1,400 passengers per ship)
- Awards: Best Small Ship Cruise Line (British Travel Awards 2023), Best UK Cruise Line (Wave Awards)
- Accreditations: ABTA, CLIA, LATA
- Key Services: Cruise holidays, fly-cruise packages, travel insurance, airport transfers
- Customer Base: Primarily UK adults aged 55+, couples and solo travellers
- Booking Channels: Online (fredolsentravel.com), phone, high street travel shops
- Technology: Proprietary booking platform, mobile app for onboard services
- Sustainability: Committed to reducing carbon footprint by 40% by 2030
- Corporate Social Responsibility: Support for the RNLI and marine conservation
- Competitors: Saga Cruises, P&O Cruises, Celebrity Cruises (small ship segment)
- Unique Selling Point: Traditional British service, no megaships, personalised itineraries
- Global Reach: Offices in UK, partnerships in USA, Australia, Canada
Mission, Vision, and Core Corporate Values
Fred. Olsen Travel's mission is to "create extraordinary moments at sea, combining warmth of British hospitality with the spirit of discovery." The vision is to be the world’s favourite small-ship cruise line, known for its heritage, quality, and care for both guests and the environment. Core values include: Heritage – respecting the company’s 170+ year legacy; Service Excellence – delivering personalised, attentive care; Innovation – embracing technology to enhance the travel experience; Sustainability – protecting the oceans and communities it serves; Community – supporting local economies and charities. These values are embedded in every aspect of operations, from onboard hospitality to corporate decision-making. Employees are trained to live these values, ensuring consistency across all touchpoints. The company’s commitment to value-based leadership has fostered a strong internal culture and high customer loyalty, as reflected in repeat booking rates of over 70% among experienced cruisers. Fred. Olsen Travel’s mission and vision are not just statements; they guide strategic planning, product development, and crew management, creating a cohesive brand identity that resonates with a mature, discerning market. This focus on values has also attracted talent who share a passion for travel and service, making the company a desirable workplace in the travel sector.
Business Strategy and Future Roadmap
Fred. Olsen Travel’s business strategy centers on differentiation through small-ship cruising and niche experiences. The company targets the over-55 demographic, offering itineraries that avoid overcrowded ports and emphasize cultural immersion. Growth plans include expanding into new regions such as the Arctic and Southeast Asia, while investing in ship refurbishments to maintain premium standards. The roadmap involves digital transformation: a new AI-driven website personalises recommendations, and a revamped loyalty program rewards repeat guests. Sustainability is a key pillar: Fred. Olsen Travel aims to reduce carbon emissions by 40% by 2030 through newer fuel technologies and shore power connections. The company is also exploring partnerships with eco-tourism operators to offer 'Green Cruising' packages. Post-pandemic, Fred. Olsen Travel has focused on flexible booking policies and enhanced health protocols, which have boosted customer confidence. Future goals include increasing direct bookings (currently 45% of revenue) and expanding the network of overseas representative offices. The business strategy also emphasizes staff development, with training programmes in luxury service and digital skills. By maintaining a lean fleet and focusing on profitability per passenger rather than scale, Fred. Olsen Travel ensures long-term financial health. The roadmap is communicated transparently to stakeholders through annual reports and investor updates, reinforcing the company’s stability and forward-thinking approach.
Products, Technologies, and Services
Fred. Olsen Travel offers a comprehensive range of products centred around cruise holidays. These include: Classic Cruises – 7- to 30-night itineraries covering Europe, the Caribbean, and the Faroe Islands; Fly-Cruise Packages – combos with flights and hotel stays; Pre- and Post-Cruise Stays – curated land tours; Themed Cruises – e.g., music history, birdwatching, and stargazing; Single-Supplement Specials – promoting solo travel without extra fees. Technology underpins the experience: the Fred. Olsen App provides onboard schedules, excursion booking, and cabin messaging; the website uses machine learning to suggest destinations. Services extend to travel insurance, airport transfers, and visa assistance. The company also operates a dedicated customer service centre in Ipswich, handling inquiries via phone, email, and live chat. Recent technological innovations include virtual reality 'sneak peeks' of cabins and destinations, and a new CRM system that tracks preferences for personalised marketing. Fred. Olsen Travel’s ships feature modern stabilisers, satellite internet, and eco-friendly waste treatment plants, showing a commitment to both comfort and environmental responsibility. The product portfolio is updated annually based on customer feedback, ensuring relevance and high satisfaction. By blending traditional service with modern tech, Fred. Olsen Travel stays ahead in a competitive market.
Industries and Markets Served
Primarily serving the B2C travel industry, Fred. Olsen Travel targets the UK and international leisure cruise market. Its core market is UK adults aged 55+, with a high proportion of repeat cruisers who value small ships and British hospitality. The company also serves the corporate travel sector through incentive cruises and group bookings for associations and clubs. Geographically, Fred. Olsen Travel’s main markets are the UK, Ireland, and increasingly USA, Australia, and Canada via partnerships with overseas travel agents. The company also sees growth in the Asia-Pacific region as cruising gains popularity. Within the UK, Fred. Olsen Travel operates 12 high street travel shops, complementing its online presence. The brand appeals to affluent, experienced travellers who prefer sophisticated, less crowded experiences. Fred. Olsen Travel also engages with the media and entertainment industry through journalism ‘flights’ and influencer partnerships. By focusing on a mature demographic, the company avoids competition with family-dominated lines, carving a loyal niche. Market research shows that Fred. Olsen Travel customers have an average net promoter score of +60, indicating strong advocacy.
Leadership and Management Philosophy
Fred. Olsen Travel is led by CEO Nigel Blanks, a veteran in the travel industry, along with a senior management team averaging 20 years of experience. The management philosophy emphasises servant leadership: putting customers and crew first, fostering open communication, and encouraging innovation from all levels. Regular town halls and feedback loops ensure that leadership stays connected with staff. The company values long-term tenures: many managers have grown within, reflecting a culture of promotion from within. Training programmes focus on soft skills like empathy and problem-solving. The board includes members from the Olsen family, preserving the heritage while bringing external expertise. This blend of tradition and modern governance has resulted in high employee engagement scores (Glassdoor rating 4.0/5). The leadership also prioritises corporate social responsibility, with the CEO personally championing marine conservation. By maintaining a flat hierarchy and transparent decision-making, Fred. Olsen Travel fosters a collaborative work environment that attracts top talent.
Corporate Events, Conferences, and Community Engagement
Fred. Olsen Travel actively participates and hosts industry events such as the British Travel Awards, World Travel Market (WTM), and UK Cruise Convention. The company also runs exclusive customer events: annual 'Cruise Showcases' in major UK cities, where potential guests can meet crew and see ship models. Onboard, themed events like the 'Norwegian Heritage Evening' connect passengers with the company's roots. Community engagement includes fundraising for RNLI (Royal National Lifeboat Institution) and sponsoring local maritime museums. Fred. Olsen Travel's staff volunteer in Ipswich schools, teaching geography and maritime history. The company has a 'Green Crew' programme that engages crew in beach clean-ups worldwide. These events reinforce the brand’s commitment to community and build strong local relationships. Fred. Olsen Travel also partners with University of Suffolk to offer internships, nurturing future travel professionals. Such engagement keeps the company rooted in its communities while raising its profile.
Employees and Workplace Culture
Fred. Olsen Travel employs around 2,200 people, split between office-based roles (headquarters in Ipswich, plus 12 retail shops) and shipboard positions. Workplace culture is built on respect, teamwork, and a shared passion for travel. Employees enjoy benefits such as discounted cruises, pension contributions, and flexible working arrangements. The company promotes diversity and inclusion: 52% of senior management are women, and initiatives support neurodiversity. Training is ongoing, with a dedicated learning management system. Employee satisfaction is high; Glassdoor reviews praise the friendly atmosphere and supportive management. The company encourages internal mobility, with many cruise staff moving into office roles. Fred. Olsen Travel also recognizes contributions with quarterly awards and annual 'Stars of the Sea' gala. The culture is informal yet professional, with a flat structure where ideas are heard. This positive work environment reduces turnover, which is below industry average. For job seekers, Fred. Olsen Travel represents a stable employer with a clear mission and growth opportunities.
Job Details & Requirements for this Posting
Role: Travel Consultant (Full-time, Ipswich or Hybrid)
Fred. Olsen Travel is seeking an experienced Travel Consultant to join our Retail team. The role involves advising clients on cruise itineraries, handling bookings, and delivering exceptional customer service. You will be the face of Fred. Olsen Travel in one of our high street travel shops or via remote consultations. Responsibilities include: building customer relationships, upselling excursions and travel extras, managing bookings through our CRM, handling post-booking queries, and meeting sales targets. The ideal candidate will have proven experience in travel sales (cruise knowledge preferred), excellent communication skills, and proficiency with booking systems. A passion for travel and a meticulous attention to detail are essential. Fred. Olsen Travel offers a competitive salary of £25,000-£35,000 depending on experience, plus commission bonuses, pension, 25 days holiday, and extensive cruise benefits. This is a full-time, permanent role based in Ipswich or one of our south-east retail shops. We provide full training on our unique product portfolio. Join a team that values heritage and innovation, and help create unforgettable journeys for our guests.
Responsibilities:
- Advise clients on Fred. Olsen Cruise itineraries, cabin selection, and pre/post-cruise stays
- Process bookings using our in-house reservation system and CRM
- Actively cross-sell travel insurance, airport transfers, and excursion packages
- Maintain detailed customer records and preferences for future marketing
- Handle complaints diplomatically, escalating when necessary
- Meet weekly and monthly sales targets
- Participate in promotional events and cruise showcases
- Stay updated on destinations, ships, and competitor offerings
Qualifications:
- Minimum 2 years of experience as a travel consultant or similar role
- Excellent verbal and written English; additional languages a plus
- Proficient with Microsoft Office and travel booking systems (e.g., Sabre, Amadeus, or internal CRM)
- Strong upselling and negotiation abilities
- Knowledge of cruise industry preferred
- Ability to work Saturdays on a rota
- Right to work in the UK
Why Join Fred. Olsen Travel?
Working at Fred. Olsen Travel means being part of a brand that has been creating travel memories for over a century. You will enjoy job security, a competitive salary, and benefits like subsidised cruises for you and your family. Our supportive work culture encourages professional development, with clear paths to senior consultant or management roles. We take pride in our heritage and our customer-first ethos, so you can be proud to represent a trusted name in travel. Plus, our headquarters in Ipswich offers a modern office environment with easy access from the A12 and train station.
Customer Reviews and Industry Reputation
Fred. Olsen Travel has built a stellar reputation over decades, reflected in consistent positive feedback across major platforms. The company’s small-ship model appeals to experienced cruisers seeking intimacy and personalised service. Below is a detailed analysis of reviews from key sources, providing a comprehensive view of customer sentiment.
Glassdoor
On Glassdoor, Fred. Olsen Travel has a rating of 4.0 out of 5 based on over 200 reviews. Employees praise the friendly work environment, good benefits, and the pride of working for a historic company. Common positives include supportive management and opportunities for travel. Critics mention limited career progression in some roles and pressure to meet sales targets. Overall, the company is seen as a stable employer with a positive culture.
Indeed
Indeed reviews give Fred. Olsen Travel a score of 3.9 out of 5 from 150 reviews. Highlighted are the excellent staff discounts, friendly colleagues, and the lovely office location in Ipswich. Some staff note that communication from senior management could improve. Nevertheless, the majority recommend the company as a great place to work, especially for those passionate about travel.
Trustpilot
On Trustpilot, Fred. Olsen Travel has an aggregate rating of 4.5 out of 5 from 3,500+ reviews. Customers consistently rave about the cleanliness of ships, knowledgeable staff, and diverse itineraries. Complaints are rare but sometimes mention outdated cabin décor on older ships. The company responds promptly to feedback, showing commitment to improvement.
Google Reviews
Google reviews for Fred. Olsen Travel (offices and customer service) average 4.3 stars. Customers appreciate quick response times and helpful travel advisors. The high street shops are particularly praised for personal touch. Negative reviews often focus on booking system glitches that were quickly resolved.
LinkedIn Reputation
On LinkedIn, Fred. Olsen Travel has a strong corporate presence with over 30,000 followers. The company shares news about new itineraries, sustainability initiatives, and employee achievements. Industry peers often engage, indicating respect within the travel community. Linkedin’s employee tenure data shows an average of 5 years, signalling loyalty.
G2 & Gartner Peer Insights
Fred. Olsen Travel’s technology platform is not directly rated on G2, but its partner tools receive positive marks. Customer feedback on third-party booking platforms integrated with Fred. Olsen highlights reliability and accuracy. The company uses these insights to continuously enhance the digital experience.
Why Organizations Choose Fred. Olsen Travel
Travel agencies and corporate partners choose Fred. Olsen Travel for its consistent quality, attractive commission structures, and strong brand recognition. The company offers dedicated trade support lines, online training resources (Fred. Olsen Academy), and co-marketing opportunities. High repeat client rates mean agencies can trust Fred. Olsen Travel to satisfy their clients. The focus on small ships and unique itineraries differentiates it from mass-market lines, appealing to discerning travellers. Additionally, the company’s strong financial stability (backed by a family-owned group) reassures partners. For corporate groups, Fred. Olsen Travel provides bespoke private charters and incentive programmes. In short, partnering with Fred. Olsen Travel adds value to any travel portfolio.
Official Contact Information
For inquiries and assistance, please reach out to Fred. Olsen Travel using the following contact details:
Address: Fred. Olsen Travel, Fred. Olsen House, 42-48 Whitehouse Road, Ipswich, Suffolk IP1 5LG, United Kingdom
Contact Number: +44 (0)1473 292 200
Support Number: +44 (0)1473 292 300 (Customer Services)
Helpdesk Number: +44 (0)1473 292 400 (Trade Support)
Website: www.fredolsentravel.com
Official Social Media Presence
- Facebook: Fred. Olsen Journeys
- Twitter/X: @fredolsen
- Instagram: fredolsenjourneys
- LinkedIn: Fred. Olsen Travel
- YouTube: Fred. Olsen Cruise Lines
SEO FAQ Section
Q1: What is the head office location of Fred. Olsen Travel?Fred. Olsen Travel is headquartered in Ipswich, Suffolk, United Kingdom.
Q2: How many ships does Fred. Olsen Travel operate?Fred. Olsen Travel operates a fleet of four boutique cruise ships: Borealis, Balmoral, Braemar, and Black Watch.
Q3: What makes Fred. Olsen Travel different from other cruise lines?Fred. Olsen Travel focuses on small-ship cruising with a maximum of 1,400 passengers, offering intimate, personalized service and unique itineraries.
Q4: Does Fred. Olsen Travel offer fly-cruise packages?Yes, Fred. Olsen Travel offers comprehensive fly-cruise packages that include flights, transfers, and hotel stays.
Q5: What is the typical age range of Fred. Olsen Travel customers?The typical customer is over 55, but the company welcomes all ages; many repeat cruisers are seasoned travellers.
Q6: How can I book a cruise with Fred. Olsen Travel?Bookings can be made online at fredolsentravel.com, by phone, or through any Fred. Olsen Travel high street shop.
Q7: Does Fred. Olsen Travel offer solo traveller discounts?Yes, Fred. Olsen Travel frequently offers single-supplement specials and dedicated solo cabins on many sailings.
Q8: What sustainability initiatives does Fred. Olsen Travel have?Fred. Olsen Travel aims to reduce carbon emissions by 40% by 2030, uses shore power, and supports marine conservation.
Q9: Is Fred. Olsen Travel a family-owned company?Yes, it is part of the Fred. Olsen Group, a family-owned business with roots dating back to 1848.
Q10: What awards has Fred. Olsen Travel won?Recent awards include Best Small Ship Cruise Line at the British Travel Awards 2023 and Best UK Cruise Line at Wave Awards.
Q11: Can I work for Fred. Olsen Travel from home?Some retail roles offer hybrid working, but most positions require presence in Ipswich or at a travel shop. Check job listings.
Q12: What is the company culture like at Fred. Olsen Travel?The culture is friendly, supportive, and professional, with a strong emphasis on teamwork and heritage.
Q13: How do I get a refund if my Fred. Olsen Travel cruise is cancelled?Contact customer services; refunds are processed according to terms, with no fees for cancellations within 48 hours of booking.
Q14: Are Fred. Olsen Travel ships accessible for passengers with mobility issues?Yes, all ships have accessible cabins and public areas; we recommend contacting us for specific needs before booking.
Q15: Does Fred. Olsen Travel offer themed cruises?Yes, themed cruises include music, history, wildlife, and even stargazing with expert speakers.
Q16: What onboard entertainment is available on Fred. Olsen Travel ships?Entertainment includes live shows, quizzes, lectures, cinema, and enrichment programmes tailored to the destination.
Q17: How can I apply for a job at Fred. Olsen Travel?Visit the careers page on fredolsentravel.com or search for current vacancies on LinkedIn and indeed.
Q18: Does Fred. Olsen Travel have a loyalty program?Yes, the 'Olsen Club' rewards repeat cruisers with benefits such as onboard credit and exclusive events.
Q19: What payment methods does Fred. Olsen Travel accept?We accept major credit cards, debit cards, and bank transfers; deposits are secure via ABTA/ATOL protection.
Q20: Can I book a private charter for a group with Fred. Olsen Travel?Yes, Fred. Olsen Travel offers bespoke charter options for corporate groups, associations, and private celebrations.
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