One leader, two luxury brands, and Asia’s rising tide of opportunity: Travel Weekly Asia

For luxury cruise maven Steve Odell, things have come full circle since his return to Regent Seven Seas Cruises as SVP and chief sales office in early 2024. Earlier this year, Odell took on a dual role overseeing international sales for both Regent Seven Seas Cruises and Oceania Cruises, extending his remit across global sales operations as well as consumer and onboard sales.

It’s a position that Odell knows intimately, having previously led both top-end cruise brands in his Australia-based roles with Norwegian Cruise Line Holdings (NCLH), the parent company of Regent and Oceania.

The expanded leadership also aligns with Jason Montague’s appointment as the chief luxury officer for both Regent and Oceania. “Jason came back in a dual-branded role,” Odell explains. “He brought a few of us with experience across international markets to mirror that structure. In my case, I’ve worked across Europe, the UK, Asia, and the Pacific.”

Moving from Sydney to NCLH’s Miami headquarters has also given Odell a stronger voice for international markets. “Being based at the head office means you’re on everyone’s agenda. Beyond sales and marketing, I’ve been involved in strategic areas like itinerary and promotional planning, new ship introductions, and brand leadership,” he says.

Putting Asia on the map

Having a seasoned international leader at the helm is already paying dividends, ensuring that global perspectives are heard. “For example, Asia is usually late business, but we sell much further ahead in Australia. Now there’s someone at the table saying, ‘We’re going to do this, but have we thought about the opportunity we can get in Asia or in Australia?'”

A firm believer of Asia’a potential, Odell sees broader and more diversified opportunities emerging across the region. “China is no longer the holy grail; it’s evolving,” says Odell. “You’ve got vibrant opportunities in Singapore, Thailand, the Philippines, and Malaysia – all with rising wealth and an appetite for luxury travel.”

And with most parts of Asia being digitally driven markets, it requires both cruise lines to “to be nimble and adapt – you’ve got to find opportunities”.

Two brands, two stories

With both Regent and Oceania under his wing, Odell’s challenge lies in differentiating the brands while growing them in tandem. “Regent is firmly established in the ultra-luxury space,” he says. “Oceania sits in what we call ‘luxury by choice’– it’s not all-inclusive, but it’s built on high-quality architecture, cuisine, and service. Guests can choose what elements of the experience they want to add.”

In Asia, he sees multi-generational travel as a powerful growth driver for Regent, while special-interest and culinary cruising open new opportunities for Oceania. “Both have enormous potential.”

This approach forms part of Odell’s vision for a brand storytelling refresh. “Luxury means different things to different people,” Odell explains. “We’re refining how each brand tells its story so that Regent appeals to those seeking full indulgence, while Oceania resonates with travellers who value flexibility and discovery.”

For travel advisors, that differentiation is clear. “When you’re selling both brands, you’re not competing with one another. You’re telling two stories that appeal to both kinds of customers.”

Opportunities ahead

Odell’s global vantage point also means seeing where luxury cruising is headed. “Between 2024 and 2028, 56 new ships will bring 127,000 new berths, representing nearly US$40 billion in investment,” he notes. “There’s a lot of capacity being added in the luxury cruise sector, and I think it shows confidence that people are prepared to pay a higher price for their experience.”

Innovation is also accelerating. “For the last 20 years, the focus was on bigger ships and expansion of the cruise industry, but now there’s a real focus on our niche,” Odell notes. “What’s exciting is what the customer of the next 25 to 30 years going to want – it will be about what Millennials and Gen X want from cruising, not just Baby Boomers. I think they’ll want more personalisation.

A major focus for Odell is expanding beyond traditional cruisers. “We try to fish outside the same pond,” he says, pointing to Regent’s partnership with the Global Hotel Alliance. “We do a lot of marketing to luxury land travellers; we target travel agents who are specialists in safari or skiing. We’re trying to get to the non-cruiser market, that’s our biggest opportunity.”