Fresh from a year-long break focused on travel and personal adventures, Steve Odell is back in the world of cruising again. The difference? The recharged Odell brings a renewed sense of mission and fresh perspectives to his newly minted role of chief sales officer at Regent Seven Seas Cruises.

Stepping into this role since January 2024, Odell rejoined the luxury cruise line a year after his early retirement as senior vice president and managing director APAC for Oceania Cruises and Regent Seven Seas Cruises under Norwegian Cruise Line Holdings (NCLH), when the parent company underwent a restructure in late 2022.

In an interview with Travel Weekly Asia in early March, just weeks into his new position, Odell expressed excitement about his return to the industry. “I’m happy to be back in the action. I miss the cruise business a lot.”

Keeping the Asia connection

As Odell relocates from Sydney to Regent’s Miami headquarters for his new global role, Asia remains a priority. “I have a seat at the table in HQ, and my passion for the Asia business will be well represented there. Whilst we have a team on the ground [in Asia], I'm going to stay personally involved to help us to get to the next level.

“Asia’s very close to my heart,” Odell affirmed. “I'm a great believer in this ultra-luxury business in Asia. Whether for individuals or family groups, I see Regent’s international style of ultra-luxury cruising as a really good fit for the Asia market.”

To sustain growth in the Asian market, Odell emphasises providing significant focus and support to travel agents. With over 35 years in the cruise industry, of which the last eight years were spent in APAC with NCLH, his familiarity and connections in the region will drive this effort.

“We must ensure that we establish the right partnerships with travel agents who understand what luxury means and possess a network of clients to recommend our brand. We engage very heavily with training, with Holly Kong in Hong Kong to look after and help travel agents in Asia for the Regent brand.”

Renewed appreciation for cruising

During his time away, Odell gained valuable distance that offered a fresh perspective on the industry, allowing him to view the cruise industry “from the outside in without bias” after a long-spanning cruise career of more than three decades.

Odell gained clarity and appreciation of cruising during his year off, during which he ticked off bucket list items with cruise trips in the Kimberly in Australia and Antarctica, visited family in the UK and the Philippines, and stayed at luxury properties in Europe.

Compass Rose, the signature restaurant and the main dining hall of Seven Seas Grandeur, Regent’s newest ship.

While luxury hotels, like luxury cruise ships, offer top-notch service and hospitality, what differentiates these two, said Odell, lies in the deeper engagement and greater value proposition of ultra-luxury cruising.

“I certainly saw that in my credit card spending,” he recalled. “When you go to a hotel, you pay for nearly every amenity that you experience. When you're on a cruise you don't spend anything because it's all included.

“The cruise experience is a total package in the ultra-luxury sector. Most expenses are included, creating a very relaxed atmosphere where everything’s taken care of.”

These observations reinforced the value of cruising and bolster Odell’s confidence in the ultra-luxury sector. “It wasn't new information, but experiencing it firsthand deepened my understanding.”

Breaking out of the cruise bubble

These insights promoted Odell to seek new ways to grow the luxury cruise market with travel agents. Instead of the typical tendency to acquire customers from premium sectors like Oceania, Princess, and Celebrity Cruises, he urges a broader approach to target segments interested in private yachts, safari, golf or ski holidays.

“These are the kinds of targets that we would encourage travel agents to look at to grow the ultra-luxury cruise market. If we only fish in the cruise pond, we're limiting ourselves, so we encourage travel agents to think a bit more broadly,” said Odell.

Seven Seas Splendor.

Regent Seven Seas Cruises has put up its innovative sails through strategic partnerships. Notably, it is the first cruise line to join the Global Hotel Alliance (GHA) and its loyalty programme GHA Discovery, opening up the benefit of earning points and redeeming a Regent cruise for the alliance’s 24 million members worldwide.

Another significant move is collaborating with the Aston Martin Aramco Formula One team, branding their cars and drivers with the Regent logo. This three-year partnership is set to enhance Regent’s visibility at Formula One events worldwide and will offer travel partners the opportunity to tap into a new affluent audience through curated shore excursions with Aston Martin Aramco.

Elevated role of travel advisors

At the same time, Regent Seven Seas Cruises has launched the Regent Elevate, a new programme aimed at assisting travel partners in excelling in the luxury cruise market. This initiative provides comprehensive training, industry insights, and marketing guidance directly from the cruise line.

“We’re heavily investing in teaching travel agents how to make a sale in the ultra-luxury space and turn these customers into repeat clients. Marketing luxury is an investment in retaining customers, not just making a one-off purchase. It’s about keeping the customer and building long-term relationships through recommendations.”

“For travel agents there's a huge opportunity to make commissions and grow the business with this kind of support at the table,” Odell stressed. “Seize the moment!”