Adam Armstrong Adam Armstrong

Silversea: ‘Work to do in NZ’

Getting Silversea in the mix that travel agents are putting in front of their clients is a focus for the company’s new boss down under, Adam Armstrong.


‘We’ve got some work to do in the New Zealand market,’ he says. ‘The trade will be seeing more of us.’ In the job of senior vice president and managing director Australia and New Zealand less than two weeks, Armstrong was a panellist at the New Zealand Cruise Association conference in Blenheim on Friday.


Silversea’s newest ship, Silver Muse, will do a two-month New Zealand South Pacific season this summer, and in 2020 will spend four months in the region. ‘Plus we have Silver Whisper calling in on her world cruise early in the new year.’ The plan is to get more agents onboard while the ships are in port. ‘We need to clarify where we sit in the market,’ he says. ‘We are ultra luxury, all suite, all inclusive with butler service but we are far more informal and understated elegance that people think. ‘The challenge is to communicate that out to newcomers.’ Armstrong says while baby boomers are still a strong market for Silversea, the average age of passengers is coming down. ‘We have more people in their 40s cruising with us.’ Armstrong is in Auckland, visiting key accounts, wholesalers and some retailers.