Cruise North, the arctic cruising specialists, have bucked the recent travel downturn with numbers holding steady across all bookings to its northern destinations. The steep drop in tourism across the globe has fortunately not affected the group, who confirm that advance bookings for next year already hint at an economic recovery.

The World Tourism Organisation announced in its most recent report that first quarter numbers for global travel were down by 8.4%. November and December were especially difficult months for northern hemisphere operators as staycations and holiday periods saw spending focused more at home than abroad. In this period, Cruise North had been forced to offer 2-for-1 deals in an effort to boost numbers. This resulted in overall numbers remaining constant but the profit margin declining, a difficult period for the 5-year-old company.

Still a young company, Cruise North has relied on word of mouth advertising and placing importance on enjoyment which has seen it create a solid reputation in a traditionally competitive market. The group has also chosen to use non-traditional marketing to distinguish itself from other cruise liners. Such initiatives include free cruises for writers from non-travel media and discounted airfares for flights booked in conjunction with trips. Their target market is well-travelled and well-read; they target Americans with an interest of northern and Inuit culture and mythology. Europeans tend to travel to the arctic for more of an exotic, isolated getaway.

Highlights from Cruise North include trips through the northern passage and the high arctic where passengers can experience the Aurora Borealis. Whatever the reason, a voyage of discovery certainly awaits.