Enjoying the product

Weinstein’s passion for his new employer was not just restricted to the workplace. He and his family subsequently enjoyed numerous holidays onboard Carnival Corp lines – “I can tie my last 15 years of memories to my cruise experiences at Carnival, and all the many holidays we’ve had as a family,” he laughs.

It is such happy memories that Weinstein wants to encourage other families to make – and he will need to if he is to realise his aim of P&O Cruises becoming the UK’s number-one holiday company. It’s a tall order – of the more than 45 million annual holidays taken by Brits last year, less than two million were cruises. But Weinstein is determined.

“There’s a really huge market that doesn’t understand what cruising is. We need to do a better job of communicating that to people,” he says frankly.

Media campaigns for both Cunard and P&O have helped achieve this in recent months. P&O’s TV presence has been particularly significant – from its Rob Brydon-fronted ads to starring on the BBC’s The Apprentice. “TV tie-ups are a great way to publicise the brand,” Weinstein agrees.

I question whether he would ever approve a documentary akin to ITV’s The Cruise, which features Princess Cruises. “I wouldn’t want to do something that cannibalises on what our sister company is doing, but we’re always looking at opportunities. We get several a week but we’re choosy – we do what’s relevant and appropriate.”

Instead, Weinstein says the “best advertising” for both brands is “word of mouth”. And travel agents, he recognises, are key to this. “Cruising is complicated. Those who don’t know cruising want that trusted partner. And we are absolutely committed to the travel agent community,” he insists. “That won’t change. They are doing a great job.”

As proof of this commitment to the trade, Weinstein refers to P&O’s recently announced “One Day Holidays” initiative – a “complete rebrand of ship visits”, which sees agents given a more immersive onboard experience during their tours – from sampling hot tubs to being given drinks vouchers to try out bars.

P&O Cruises’ Shine Rewards club is further evidence of Carnival UK’s dedication to the trade, Weinstein says. Almost 10,000 travel agents are now signed up to the scheme, which sees agency staff – both front-line sellers and back-office employees – rewarded for cruises sold and training courses completed. “It’s generated a real buzz and interest, and we’ve seen engagement increase.”

Weinstein refuses to disclose how Shine Rewards has impacted bookings, saying only that “sales are good”, but his smile fills in the blanks.

So given its success, will Cunard be following suit? “It’s in the plans,” Weinstein confirms. “Cunard has seen the success of P&O so it makes sense to leverage that.” Although he says any details on when the scheme will launch are still in discussion.

Also in discussion is Carnival UK’s plan for a new all-inclusive offer. “We’re open to looking at everything – everyone should be,” Weinstein says when I question whether moves by lines such as Norwegian Cruise Line and Marella Cruises have made him consider introducing an all-inclusive policy for P&O and Cunard. He rules out such a move for now but does reveal that P&O and Cunard will be “experimenting with all-inclusive drinks packages” this summer.

Same-sex setback

Weinstein’s candidness is refreshing. And he talks equally as openly about other subjects dominating the headlines – not least onboard same-sex marriages.

His frustration with Bermuda’s decision to repeal its equal marriage ruling – thereby removing the ability for same-sex couples to marry on P&O and Cunard ships that are flagged in the country – is evident. And Weinstein reveals that Carnival Corp is keenly involved in trying to reverse the government ruling.

“We’ve been actively supporting [campaign group] OUTBermuda and its legal challenge to the law. We’ve given significant monetary support to the legal challenge – it’s the right thing to do, and we’ve been very vocal about that.”

I query if Weinstein would consider re-flagging the ships elsewhere if the law wasn’t reversed, but he rules out such a move. “In the short term I don’t think we’ll be abandoning Bermuda. That’s not the right approach to getting the law changed.”

Weinstein’s commitment to diversity is not just limited to equal marriage. He also reveals plans for P&O to feature more diverse imagery in its next photoshoot – “recognising and representing the diversity of Britain is an imperative for P&O Cruises,” he says. “It will be one of the priorities for our next brochure and advertising photoshoot.”

And he is equally as passionate on the sustainability front. Weinstein is determined to meet his aim of eliminating single-use plastic from both lines by 2022. Plastic straws have already been removed – although he admits they are still available should passengers request them. However, the company is “looking at sourcing paper straws, as well as materials [for items] such as stirrers”.

The problem though, Weinstein acknowledges, is a lot deeper than plastic straws. “We will look at our whole supply chain. We’re also reducing fuel consumption. There are lots of things we want to achieve,” he smiles.

Somehow I think Weinstein will manage it.