Product Excellence and Travel Advisor Support Account for Lindblad Success

Over five decades of experience has made Lindblad Expeditions a leader in adventure travel, with its earliest adventures to Antarctica dating back to 1966 and the Galapagos in 1967. Today, the company, which has a close relationship with National Geographic, operates more than 100 itineraries in all seven continents.

What accounts for its success?

Travel Market Report recently sailed to Greenland onboard Lindblad’s newest vessel – National Geographic Resolution – to sample the Arctic experience, and find out more about what accounts for the line’s success. On board with us were members of some of the line’s travel advisor advisory board, as well as a handful of executives.

New ships built for today’s client

Lindblad’s fleet is a mix of older ships and brand-new vessels. We sailed onboard the 138-guest National Geographic Resolution, which was built in 2022 with one of the highest ice-class ratings for a passenger ship. Its patented X-Bow not only cuts a head-turning profile but also provides a much smoother ride in rough seas.

Its interior is of clean Scandinavian design – simple, tasteful, and functional, with innovative elements such as infinity hot tubs and cozy igloos that offer overnight glamping. Accommodations are designed with comfort and practicality: stocked minibars, rain showerheads, mobile device charging stations, and plenty of storage space.

The ship also offers single-occupancy staterooms with private balconies and suites with walk-in closets and large baths with double vanities and tubs.

Outstanding onboard and shoreside program

Personable service and outstanding F&B are also hallmarks of a Lindblad expedition. On our voyage, the culinary team created a variety of meals à la minute to suit every palate and catered to guests’ dietary needs. The all-inclusive fare complements the relaxed onboard ambiance and casual dress code, and the international crew is gracious and accommodating. 

Our busy five-night Greenland Escape itinerary included hiking, kayaking, Zodiac cruising, and visiting the Greenlandic communities of Sisimiut, Uummannaq, and Ilulissat.

A highlight was a visit to Qilakitsoq – an ancient settlement where several mummies dating back to 1475 were discovered.

We spotted whales, cruised amongst towering icebergs, and learned all about Greenland – its ice sheet, seabirds, whales, geology, and the fascinating underwater life. Our expedition team consisted of 14 members, including two native Greenlanders who provided further enrichment and insight into their traditions and culture. Onboard, we dined on Greenlandic halibut and reindeer; ashore, we sampled caribou, capelin, salt cod, and musk ox soup. 

Such is a typical Lindblad Expeditions experience – full of education, exploration, and cultural discoveries.

But there are also unexpected surprises. The National Geographic Resolution carries special sounding equipment that allows the ship to map the sea floor, so on the final day of our trip, Captain Martin took the ship into the uncharted Nassuttooq fjord, mapped the area, and we were able to disembark at a landing site that has never been visited by any other expedition vessel.

For two decades, Lindblad has maintained a relationship with National Geographic, merging their common commitment to provide educational experiences with the highest level of responsible tourism.

Onboard every expedition are a National Geographic certified photographer and a certified photo instructor, who not only conduct lectures and photography classes but also accompany guests ashore to provide on-location photo tips. This exclusive collaboration amplifies Lindblad’s credibility in the expedition market, as many guests we spoke to cited the National Geographic partnership as a top reason to choose Lindblad over other brands. (Last year, Lindblad and National Geographic expanded their strategic relationship well into the future.)

Prioritizing travel advisor support

“Travel advisors are more important today than they’ve ever been, and we’re proud of the relationship we have with them, and the personalized support and service we provide.” Lesa Bain, Lindblad’s vice president of sales, told TMR.

To that end, Lindblad has four regional sales directors, including one in Canada, led by Bain; Christine Stevens, vice president of national and strategic Accounts; and Rachel Woodward, vice president of field sales to support advisors. “We’ll host private events with advisors who have groups, and we have ongoing consumer and advisor offers such as early booking savings and bonus commission,” Bain added.

Also available is the Lindblad Advisor Portal, which houses educational materials, marketing tools, and a booking engine. It is also home to the Expedition 360˚ training program which, upon completing, advisors qualify to be invited on fam trips. Lindblad also has an advisor Facebook page with over 2,000 members to provide peer-to-peer support.

Advisory board adds extra level of commitment

As a further commitment to the advisor community, Lindblad also created the Travel Advisory Board, currently with 13 members hailing from Australia, Canada, and the United States. The group, along with Bain, Stevens, Woodward, Lindblad’s Senior vice president of sales and revenue management Kathi Riddle, and chief commercial officer Noah Brodsky were onboard our voyage, meeting several times during the trip.

The Travel Advisory Board plays an influential role in the decisions that Lindblad makes. The board is consulted when the company is considering new destinations and expedition concepts, and the team also provides feedback on what Lindblad is doing well along with areas for improvement and the challenges they face when selling Lindblad. Board members come with a wide swath of industry experience, from small independent agency owners to ICs and consortia members, adventure specialists, and luxury sellers, but they all share a common commitment to grow their expedition business.

“We wanted our partners to help us understand what they need. When you have people you trust who are truly invested in your success and share ideas, we can help each other grow and become successful,” Bain said.

Board members we spoke to said Lindblad absolutely listens to their advice and feedback.

Ange Wallace, president & CEO of Wallace Pierson Travel on Amelia Island, Florida, opened her agency in 1974 and has been selling Lindblad for decades. She believes travel should positively impact the lives of the travelers and the people and the places they visit, and Lindblad has made that a priority.

Her clients “really want to feel like explorers,” and Lindblad comes through for them every time.

Wallace is also particularly happy about Lindblad’s growing sales force, which she said has improved service and support to a point where she now works with a dedicated Lindblad reservation specialist who she can reach by email. 

Ashton Palmer, founder and president of Expedition Trips in Seattle, was an expedition leader himself, and his passion for the niche led him to open his agency in 1999. He also praised Lindblad for investing in support staff and providing opportunities to experience fam trips and educational opportunities to help him better understand the product.

Advisory board members on where to find expedition clients

Expedition clients are keen to explore and learn about the world they live in, but they aren’t necessarily cruisers. Advisory board members we spoke to said it’s important to look outside the cruising realm for potential prospects.

Palmer told TMR that the majority of his clients shun mainstream cruising because they do not like big ships, but love expedition cruising. 

With a heavy emphasis on wildlife, nature, and photography, expedition cruises are perfect for travelers who align with these special interests. Bird-watching groups, photography clubs, hiking enthusiasts, and nature lovers are all fantastic expedition candidates.

Advisors should also leverage Lindblad’s National Geographic partnership as a selling feature, and mine their database for adventure travelers, we were told.

Advisory board members also told us to look beyond couples and retirees. There is a growing interest in expedition travel from families and multi-generational groups, said Palmer. Expedition cruises give parents the chance to spend quality time with their children and learn about the flora, fauna, and various cultures in the places they visit. There were several families with children onboard our voyage who thoroughly enjoyed their time onboard, and Lindblad offers the Global Explorers children program on every Galápagos, Alaska, Baja California, and select Antarctica expeditions, along with discounted children rates.

Kemi Wells-Conrad, Vancouver-based founder and president of Wells Luxury Travel – and the youngest member of the travel advisory board – said social media has exposed expedition destinations to younger travelers.

According to Wells-Conrad, millennials have the mindset of spending their money now and traveling while they are young and able-bodied. She added that these travelers are seeking active adventures to uncrowded destinations.  

“When people see pictures of giant icebergs or incredible wildlife, they get excited and want to know how they can get there to see it themselves.”

Lastly, don’t be afraid to recommend expedition cruising.

“Clients trust us more than we think,” Wells-Conrad said, adding she firmly believes in talking about expedition travel to clients regardless of their age.