Agent uses podcast to ‘get people interested’ in expedition cruising

Authentic Travel Company agent Jane Middleton has hailed the impact of her podcast that serves as a “marketing tool” to educate clients about expedition cruising. 

Middleton hosts the Authentic Expeditions podcast with Sue Stockdale, who was the first British woman to walk to the North Pole in 1996. The series, which debuted in March, explores aspects of expedition cruising and is aimed at customers and fellow members of the trade.

Middleton said: “At first, the idea was to try and generate some business, but I think we’ve changed our minds and decided that it’s actually about trying to get the idea of expedition cruising out there and get people interested.”

She said she often directs clients considering an expedition cruise to listen to episodes so they can understand that it’s “really different to classic cruising” as “clients don’t know what to expect.”

She added: “There are a lot of people out there who want to go and do adventures – something a little bit more wild and off the beaten track – but they’re not aware of [expedition cruising]. So, I think it’s quite nice to have something you can send to them.”

This has proven particularly beneficial for those travelling alone, Middleton explained. “[Expedition cruises] are such a safe environment for solo travellers. Everybody gets together in the bar at the end of an evening, and it’s just so lovely because everybody’s like-minded,” she said.

Previous episodes have focused on solo travel with Clia’s managing director Andy Harmer, polar science with glaciologist Leo Decaux and wildlife encounters with presenter Billy Heaney. Other episodes have spotlighted destinations such as Antarctica, Greenland, the Kimberley and the Galápagos Islands.

Since the podcast launched, Authentic Travel Company has seen a 25% uptick in expedition cruise bookings.

Conversely, Middleton added that sometimes the podcast can “work the other way” whereby clients decide expedition cruising is not for them, but that this is not a negative.

She said: “You’ve got to find the right thing for the client and make sure that it’s for them, and then that builds a long-term relationship because they can trust you.” 

In the new year, episodes will touch on wildlife in Antarctica with an ornithologist, small-ship cruising in Alaska with an expedition captain and how guests can engage in “citizen science” with Expedition Cruise Network chairman Anthony Daniel.

Authentic Expeditions is available on Authentic Travel Company’s website, as well as streaming sites including Spotify and Apple Podcasts.