A petite professional
01-Jun-08 Alyson Cook
When I meet Trudy Redfern in her London office, she is keenly anticipating her next encounter - with royalty. Monaco-based Silversea Cruises' latest purchase, its first expedition vessel, will be renamed Prince Albert II by His Serene Highness himself before its maiden voyage in June. The purchase has caused more than one insider to raise their eyebrows at the prospect of a smaller, refurbished ship - which will carry only 132 guests to locations such as the Arctic Circle in ocean-view cabins, suites and staterooms - joining the prestigious brand's portfolio. But Redfern, Silversea's UK managing director, is predictably excited and bullish about this new departure.
It will be different, but the same, she argues. "Guests will still enjoy many of the amenities found on our larger ships, such as an elegant single-seating main dining room, but black tie will not be demanded at dinner and the crew will become far more involved with passengers. It will be more relaxed elegance," she says.
Buoyed by the impending launch, she goes on to argue that this is the way forward for her company. "It is hard to differentiate ships today, as premium brands offer more and more, and ships just get bigger and bigger."
Silversea will also join this bandwagon at the end of next year with its launch of 36,000-tonne Silver Spirit, but the increase in size will still only accommodate 540 passengers, "not the 4,000 associated with some cruise lines. It will have more of a club feel," insists Redfern, as well as a spa 100 per cent larger than on board other ships.
Sister ships Silver Wind and Silver Cloud will also have major dry-dock refurbishments in November and May 2009 respectively. This will include suite upgrades, a new ocean-view spa and fitness deck, observation lounge and eight large suites on decks seven and eight.
"Despite the increase in cruise numbers, there is still a gap in the market - many younger people still don't consider cruising a suitable activity for them and we hope Prince Albert II will be the perfect option for younger adventure-seekers, who prefer a genuine expedition ship experience enhanced with luxury," she says.
Surprisingly, the ship may not ever play host to Redfern herself because she admits she is "not a very good sailor". But her lack of sea legs doesn't stop her being a consummate professional, according to former employer and business partner Colin Heal, MD of Worldwide Choice. "On one trip, Trudy encountered a force 11 gale, but she still managed to give a first-class presentation before retiring to her cabin." Heal also adds that she is a "tough negotiator".
One of Redfern's favourite destinations is Dubai, where, during the 1990s she was part of the team developing the Gold Medal tour operating programme to the Middle East destination. She also worked with Emirates-owned Dnata World Travel, where she was instrumental in the recommendation to develop the Emirates Tours brand.
Her career has touched on many aspects of the travel industry so far, from aviation to tour operating, retail and corporate travel. "This industry is my lifeblood. I have been in it for a number of years now and I love the challenges it throws up." According to Heal: "Very few people in the industry can claim this diversity of experience."
Her ambitions for the 14-year-old Silversea brand is to continue to raise its profile to the next level and grow with the company as it diversifies. She admits that the credit crunch has had an impact on late sales in the Mediterranean and Baltic itineraries, which have the most capacity, and that many US passengers "are hurting". But Redfern argues, like many of her peers, that the luxury sector is rarely badly affected by downturns in the ecomony. She is firmly convinced that "in these uncertain economic times, all-inclusive will come back to the forefront".
Her personal definition of luxury is to be totally pampered. "I spend much of my life racing around, so 'luxury' is spending a few consecutive nights at home" - possibly watching her favourite TV programme, Coronation Street - "and I am fastidious about cleanliness."
Having recently taken up yoga, the petite Redfern is temporarily unable to practise having had medical treatment on her knee, with more to follow the day after our meeting. She is also a keen volunteer at her local hospice: "My grandparents died of cancer and it's nice to give something back to those who cared for them."
BIOGRAPHY
1988: Joins Ansett Airlines and later becomes its senior sales and marketing manager
1992: Joins tour operator Gold Medal Travel, rising to the position of group sales/marketing director. She was instrumental in implementing the trade distribution strategy
2000: Becomes general manager of Dnata World Travel
2002: Joins Worldchoice in June, one of the leading Consortia Groups in the UK, as managing director of corporate choice and marketing director
2004: Joins Silversea Cruises in January as senior vice-president of sales and marketing for UK, Ireland and Middle East markets, and UK MD
(See Ocean Cruising feature, page 40).
