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Hapag-Lloyd Cruises has announced its future strategy will be focused on growing it's luxury and expedition cruises by expanding its international marketing activities with the debut of its Europa 2, the sister ship to the existing Europa. The Europa 2 is designed to offer an international flair and attract a sophisticated, cosmopolitan target audience. When it enters service, scheduled for May 2013, Europa 2 will be positioned in the 5-star luxury segment. In German-speaking countries, Hapag-Lloyd Cruises is already regarded as one of the leading operators in the luxury and expedition segment. The expansion of marketing activities in international markets will key on increasing market share in English-speaking countries, such as the U.S. and the U.K., as well as those in which English is widely spoken, such as Belgium and the Netherlands.
Growth opportunities in the expedition segment will also be identified and evaluated for the Bremen and Hanseatic, as selected cruises aboard all ships of the present Hapag-Lloyd fleet, except for the Columbus 2, will be marketed internationally. The Hamburg-based line has taken over operation of the Columbus 2 from Oceania Cruises in a two-year charter contract through April 2014. Each of Hapag-Lloyd’s four ships has its own special character and the line sails to hundreds of destinations on a variety of itinerary lengths.