All Leisure Group PLC, the largest British-owned cruise company, has created a new marketing name for niche cruise brands Voyages of Discovery, Swan Hellenic and Hebridean Island Cruises. The three brands will now be marketed to travel agents under a new All Discovery Cruising name. The name comes along with new management appointments to the North America office. Industry executive Steve Novello has been named president and Bill Dwyer, CTC, has been named vice president of sales and marketing. The two are based out of the company’s Ft. Lauderdale offices.

“We created this new marketing umbrella in order to make it easier for us to communicate with our travel agent partners and to offer more agent educational opportunities to learn about our brands,” said Novello. “While our three niche brands are unique in their own right, they share a common theme in that they each offer destination-focused cruises targeting mature passengers who enjoy the traditional style of cruising and want to travel to more intriguing ports of call, all while taking part in sophisticated enrichment programs.” 

“In rolling out the All Discovery Cruising concept, we are providing our agents with a ‘one-stop shopping’ tool when they have clients inquiring about these incredibly unique products,” Dwyer added. “All three brands will now be easily accessible through one web site, www.alldiscoverycruising.com.”

Steve Novello brings over 15 years of cruise and travel industry experience to All Discovery Cruising. His diverse background includes financial, operational and sales experience with upscale cruise lines Oceania and Renaissance Cruises. He also worked in sales and marketing at Online Vacation Center, one of the country’s largest cruise retailers and SeaVision/Allin, a company that specializes in interactive television solutions for the cruise industry.

Before joining All Discovery Cruising, Bill Dwyer was director of field sales for the North American office of Costa Cruises. Prior to this, he was vice president of sales for Paul Gauguin Shipping Limited. In addition, Dwyer spent eight years with Superclubs where he was vice president of sales and marketing for wholesale, groups and incentives. Dwyer began his career at Budget Rent-A-Car where he was director of travel industry sales.

A key focus for the All Discovery Cruising team in North America will be partnering with a select group of travel agencies looking to grow their business by offering the three niche cruise products Voyages of Discovery, Swan Hellenic and Hebridean Island Cruising. One of Novello and Dwyer’s first priorities will be training agents on how to effectively increase sales by leveraging the unique product attributes of the All Discovery Cruising brands. 

In addition to growing market share through travel agency channels in Canada and North America, Novello will expand sales to Mexico, South America and the Caribbean by establishing General Sales Agent relationships.