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Hapag Lloyds commitment to the UK Market

europa 2 pool

Hapag was one of the oldest shipping companies in the world. It has been in operation in one form or another since the 19th century and built a cruise ship, Augusta Victoria, in 1891. The infamous Bismarck was also built by Hapag. By the 20th century, Hapag was the world’s largest shipping company with 175 ships.

It wasn’t until the 1970’s after a merger between Hapag and Norddeutscher Lloyd (another prosperous shipping company that was attuned to the transportation industry), took place that it became a shipping corporation known as Hapag-Lloyd.

Eventually, the line geared itself towards the lucrative luxury cruise marketplace and eventually gave up their transatlantic crossings.

Hapag Lloyd have consistently been classified as the highest rated in the luxury cruise category.

All of their ships are known for their wide open spaces, high-quality dining and spa options as well as the ports of call they offer. Pricing is on the high side but it’s well worth it considering the impeccable features and interesting itineraries available.

At a recent press conference held in London, it was announced that Hapag-Lloyd is about to expand it’s British market share. Previously they had exclusively attracted German-speaking passengers but they are now ready to become a truly global cruise line.

An increase of at least 7% is expected from UK cruisers

After the press briefing, the executives claimed that they expect at least a 7% increase with passengers from the UK and 15% increase in passengers located from other countries outside of Germany. The line has begun to increase its marketing, not only in the UK, but in the US and Australia too as they see the English speaking nations having the largest potential for growth.

To achieve this projection, the EUROPA 2 will feature strongly along with the other expedition ship the HANSEATIC. Launched in 2013 the EUROPA 2 is the latest addition to their existing fleet of luxury ships. Since its inception, she has a 97% recommendation rate, which is exceptional for any cruise ship.


The Berlitz Cruise Guide for 2014 recognised these attributes and awarded her 5-stars. She holds approximately 500 passengers and is an all-suite ship that is very sleek with a casual luxury ambiance. EUROPA 2 is destined to be characterised as the “International” ship of the fleet.


After surveying regular customers the company realised that many of them were asking for drinks packages to be made available although gratuities are included in the final cost of the cruise.

To counterbalance this long-standing policy, the corporation announced that there will be a 200 Euro beverage package offered on all bookings for the ships EUROPA 2 and Hanseatic. The beverage package venture will begin in the autumn of 2014.

Hapag-Lloyd Cruises’ CEO Karl Pojer said: “We listen to our international customers, and we know there are needs that are different from the German market … From the feedback we have heard that the subject of all-inclusive is always coming up.”

Cruise devotees should make sure to watch out for any special offers on these ships that are now in progress with more on the way in the future.

Written by Veronica Shine

2 Replies to “Hapag Lloyds commitment to the UK Market”

Paul Smith
July 25, 2014
I like the idea of a beverage package as it will enable all to budget for the cruise and know costs well in advance of the break.
Yvette Perez
August 6, 2014
Hi I worked for 4 years on the QE2 including the last voyage to Dubai. Cunard is definitely the very best cruise line ever I would love to return to work on board again I loved it!

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