Silversea ‘firmly committed to trade’ amid direct marketing concerns

Silversea’s UK boss has vowed the line remains fully committed to the trade after specialist agents raised concerns about its direct marketing strategies and sales practices.

Andreas Nuessel, the line’s managing director for the UK and EMEA, also highlighted record investment in partners and forecast a record year for trade sales as he said agents are “central to Silversea’s success”.

Nuessel was responding after several independent agents spoke to Aspire sister title Travel Weekly to voice frustration at what they said was an ongoing issue of Silversea undercutting trade partners or targeting agents’ clients with direct offers. While some agents noted Silversea’s approach had improved in recent years, others reported their clients were still actively receiving direct email and postal marketing from the luxury line.

Some reported instances where direct sales teams had “intercepted” enquiries and approached clients when an agent already had an option on hold. 

While declining to respond to specific claims, which were made on the condition of anonymity, Nuessel insisted: “We place tremendous value on our UK and Ireland trade partners and remain firmly committed to a trade-first approach in this market.

“In fact, in 2026 we are on track to set a record for business via the trade and we are expecting to make our greatest sales investment to date in the UK and Ireland, including an expanded field sales team, co‑op support, training and product fams.”

The complaints highlight a wider frustration among luxury retailers who feel they act as an extension of some cruise lines’ sales forces, only to face direct competition from the brands themselves.

One luxury agent said that while they have no issue with cruise lines encouraging direct business fairly, actively undercutting agents or approaching clients who are already deep in the consultation process is “morally and ethically wrong”.

The agent added that the minute an operator knows a trade partner is involved they should step back, noting that agents effectively act as an outsourced sales force by working longer hours – including Sundays and bank holidays – and providing the unbiased advice that gives clients the confidence to book in the first place.

Other agents noted the issue spans the wider luxury and cruise sectors, with operators frequently attempting to capture repeat business or bypass agents once a high-value customer has been introduced to a brand.