One On One: Ellen Bettridge, Uniworld President & CEO
The new head of the luxury boutique river cruise company talks about how she got her new job, the luxury river cruise market, and the role of travel agents.
Bettridge: “Uniworld really is the ultimate luxury river cruise product.”
Earlier this month The Travel Corporation (TTC) named Ellen Bettridge, most recently vice president of sales and marketing for Azamara Club Cruises, to replace Guy Young as president and CEO of TTC’s Uniworld Boutique River Cruise Collection, the 21-ship luxury river cruise line sailing mostly on European rivers. Young himself is remaining with TTC in the newly created post of global engagement officer and president of Costsaver, Trafalgar’s value brand.
Prior to her stint with Azamara, Bettridge served as president of Unique Vacations, the U.S. representative for Sandals Resorts, and president-Americas for Silversea Cruises. She previously held various positions at American Express for more than 20 years, initially as a travel counselor and rising to vice president of the group’s retail travel business. TMR said down with Bettridge to talk about how she got her new job, her view of the river cruise market today and how she intends to promote Uniworld to travel agents.
How were you approached about becoming president of Uniworld?
I worked with the Tollman family when I was with American Express and really got Uniworld out there with our Platinum and Centurion card members, and I got to know [TTC chief executive] Brett Tollman very well. So I was fortunate to go on Uniworld’s ship inaugurals. I went on the River Tosca, the Antoinette and the River Baroness; Guy Young and I went on vacation on that one with our families and it was an incredible experience. So I’ve experienced all the different types of ships in the Uniworld fleet, from the Super Ships to the smaller ones to the River Tosca in Egypt. I’ve known the Tollman family and Guy Young, and we’ve always kept in touch. That’s what this company is all about—building those relationships. About a month or so ago, Brett called me up and asked if I wanted to come be Uniworld’s president and CEO.
Didn’t something like this happen before at Silversea Cruises, when you were offered the job as president-North America?
This one is different. This is a big job and a global position overseeing everything; at Silversea was I didn’t have the same level of responsibility. I may have had the title, but this is full responsibility for sales, marketing, onboard experience, revenue, call centers, Australia, London—you name it.
So that’s why was the Uniworld president job appealing to you?
This is what I’ve always wanted. When I left American Express I think I thought that’s what I was going to get at Silversea, but I didn’t get there. I was looking for that right place. And now I’m over the moon! I keep thinking I’m in a dream, I’m so excited. I’m already working my tail off. Early mornings, late nights and lots to learn. Right now it’s that firehouse of information and data, and who’s who. Fortunately Guy Young is very much a part of this transition. He’s not leaving the company; he’ll be right there. So I’m really lucky. Originally I was going to take over at the end of August, but it just kind of happened that it made more sense to do it at the beginning of the month.
What’s your impression of the Uniworld product? What do you like about it?
I love the product; that’s why I’m so excited. Uniworld really is the ultimate luxury river cruise product. When I spoke with travel agents at Virtuoso Travel Week, they’ve all validated that it’s better than what I remember. The agents are just in love with it. I’ve not heard one negative thing—and agents can find out if there’s a problem. There’s not one issue here. They also love our call center and they are very happy with my sales team.
So what’s coming up for Uniworld? You have a new ship coming out next year, right?
Yes, the Joie de Vivre comes out in March. I think we took a lot of travel agent suggestions and you’ll see some changes on her. She’s a little sleeker, but she will still have that incredible European flair that is even more refined. She will be sailing on the Seine.
We’re now getting a rush of new luxury vessels on European rivers, with Crystal River Cruises and other companies. Is there too much tonnage in this segment now?
I think it is sort of going the way that the ocean cruise business did when you think about it. We are adding a number of berths. We’re at 2,700 or 2,800 berths, but it’s not that many. And we’re one of the largest river cruise companies, with 21 ships. Here’s how I look at it: There’s the mass market, the mid-market and the luxury market. That’s how it’s been in the ocean market and we’re building that in the river market. So I welcome the competition because it’s going to bring more awareness that there is a luxury segment there in river cruising. Everybody knows Viking. Their ocean ships are beautiful, but their river ships are more mass market. I think in the luxury segment there really is just Scenic and us. I think Tauck is different because it doesn’t own its own ships and it’s a different experience. AmaWaterways is more upmarket. I think our experience is so unique compared to every one else’s. You are in Europe traveling with an old world flair. You are visiting castles and you come back and feel like a princess. No one else can give you that experience.
What are your first tasks as Uniworld president?
I’m going to be meeting with a new ad agency to really help us tell our story. I think we need to refine who we are and what’s our one thing. I want to get that one thing and our sound byte. We have so many cool things to talk about. We have to bring it all together in that one quick elevator speech. We don’t have an ad agency today, so I’m interviewing a few different ones. And then I’ll be moving out to California from Florida.
What are your plans for the travel agency distribution system?
I think it’s to educate, educate, educate. I don’t think travel agents understand what we are and how we are different. I talk to a lot of travel agents who say they’ve been on a river cruise and they’ve been on Viking. But I tell them they haven’t been on a luxury river cruise. They haven’t been on Uniworld. You can’t compare Uniworld to Viking. I need agents to really understand the difference, that there really is a luxury choice out there, as well as what it means to be all-inclusive and part of Uniworld. My job is to educate and continue to support travel agencies.
