Silversea has signed an exclusive partnership with the Plateno Group to promote its global cruises in China.
The agreement will see the Chinese hospitality company market and sell Silversea’s cruises to customers throughout mainland China, Hong Kong and Macau.
With the recent announcement of a fleet-wide refurbishment plan, the launch of the Silver Muse in April 2017 and the conversion of Silver Cloud into a polar expedition vessel by the end of 2017, Silversea is aiming to appeal to a broader global audience, including a major push into the fast-growing Chinese market.
The deal with Plateno will “accelerate Silversea’s growth plans” and provide the luxury cruise line with “exclusive access to commercial avenues” in China, according to the company.
“We have long identified China as a key source market and destination for the development of the Silversea brand, and we are proud to be able to partner with the team at Plateno as we embark on this next stage of growth in the region,” said Manfredi Lefebvre d’Ovidio, Silversea’s executive chairman. “Having the right partner to provide market insight and support locally, as well as one who shares our company’s vision, will be key to our commercial success.
“We are convinced that the team at Plateno are the right team to bring and share in this commercial success by our side,” he added.
Zheng Nanyan, founder and chairman of Plateno, commented; “This partnership agreement with Silversea will provide an exclusive opportunity for us to showcase the leading luxury hospitality experience at sea. We look forward to continuing the work Silversea has started in the Chinese market, and are excited to be in a position to be able to introduce the brand to a much broader audience and demographic.”
Under the terms of the agreement, Plateno will advertise and sell Silversea’s cruises in China, and will be responsible for the development of the Silversea brand image in the local market. The deal covers all cruises offered by Silversea, on all its ships in all global destinations. Silversea added that it will continue to honour all existing travel agreements with agents in the region.
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