Firth of Clyde Forum Annual Conference 2007
The Majestic Line
The Majestic Line is a recent addition to the Scottish cruise market, filling a niche between luxury small cruise liners like the Hebridean Princess and an adventure-style yachting holiday.
The idea came to business partners, Ken Grant and Andy Thoms when they were on holiday on a Turkish gulet; they felt that the concept of informal groups on a waterborne holiday but with a high standard of accommodation and hospitality could work in Scotland. They chose the Firth of Clyde as a cruising area because they are both sailors based in Sandbank near Dunoon and therefore well aware that the coastline of Cowal and Bute is one of the most spectacular areas of Scotland. As boat lovers, they were heartbroken at the destruction of beautifully crafted fishing trawlers due to decommissioning and wondered about the possibility of conversion to small boat cruising.
Thus the concept came together. Andy, an architect and businessman in the marine industry would source a traditional vessel and convert it to high quality cruising. Ken, a medical doctor and business entrepreneur in the medical sector would run the business. Or as they succinctly put it themselves, Andy would build them, Ken would fill them. The fact that both partners were in their early 60’s and had no experience whatsoever of the hospitality industry was not seen as an obstacle. They had a clear vision of what they wanted to achieve; a fleet of vessels cruising out of Holy Loch, exploring the sheltered waters and coastline of the sea lochs and islands of Cowal and the Clyde estuary, offering high quality 3-night and 6-night holidays afloat for groups of up to 12 people in 6 double cabins. A wonderful way to explore the area was from the sea, providing a range of interesting stopovers and anchorages.
The final touch was to find a suitable brand name for the business. Ken and Andy are great fans of the famous 1960’s “Para Handy” TV sitcom, from the stories by Neil Munro, which were located in the Clyde. The name ‘The Majestic Line’ is inspired by the episode where the “Vital Spark” ship engineer, McPhail, having walked out on his job, claimed to have signed on a ship of ‘The Majestic Line’ (which even had a gold funnel) sailing to Rome, to hide the fact he could not find another position. (The Glen Massan and The Glen Tarsan have gold painted funnels).
The first boat, The Glen Massan would take a year to convert in Holy Loch Marina using local skilled labour. The first season for the Glen Massan in the Clyde was difficult; the company was offering a high spend, high quality product in an area traditionally known for mass, cheap tourism, heavy industry and pollution. It was challenging enough building awareness of, and confidence in, a completely new tourism brand, but the partners discovered they also had to build and project a positive image of the cruising area. The Majestic Line was helping to promote a largely undiscovered area of Scotland which was teeming with wildlife and steeped in history. People did not seem to equate the Clyde estuary and Holy Loch with spectacular scenery and high quality tourism.
When the opportunity came to purchase a further almost identical vessel, the partners took the chance. The Glen Tarsan, like The Glen Massan, was a fishing trawler built of iroko on oak in Killybeggs, Co.Donegal in Ireland in 1976 to a Scottish design. The Glen Tarsan was launched in Holy Loch Marina in May 2007, but the decision was made to base the second vessel in Oban and cruise to Mull and Islay; the Hebrides proved to be a much easier area to sell than the Clyde. Nevertheless, both boats only achieved 33% of their capacity in sales in the second season of the company.
However, as The Majestic Line approaches its third season, it is clear the business has taken off and the original vision is coming to fruition. Capacity of 65% has already sold for 2008 and the company will break even for the first time. The Hebrides cruising route continues to sell much faster but an alliance with Saga Holidays for the Clyde route proved that, with a big brand confidence, the area can attract significant sales; the Saga cruises sold out within a week. So The Majestic Line will continue to promote Cowal and the Clyde; a wonderful way to explore the area is, without doubt, from the sea.
The success of the Majestic Line product is based on providing excellent hospitality amongst spectacular highland scenery. Accommodation is high quality for a boat, with ensuite cabins and spacious deck and outdoor saloons. The food is excellent, freshly prepared using local speciality products from the local area wherever possible. The vessels themselves add to the quality of the area simply by looking the part while anchored off, or cruising the coastline while the guests on board enjoy one of the top quality tourism experiences available on the West Coast of Scotland, often discovering the area for the first time. The marketing strategy of The Majestic Line will continue to include developing awareness of Cowal and the Clyde Estuary, a stunning location with unique attributes.
For more information on the Majestic Line go to www.themajesticline.co.uk or contact Margaret Matthew on 0131 623 5012 or Margaret@themajesticline.co.uk.
