RE: Going up9 Jun 2025 20:47
Glad to see that this is on the up..... I have been a long term holder here for years, and as with many others, my investment record with SAGA is my single greatest loss of all time, but i have never completely bailed, as all the issues of the past 5 years aside, I love the fact that the business is focussed on a customer segment, .(i.e. the over 50s), who have cash to spend on themselves, who pay for a quality product, who are loyal to a brand and which is growing in size as we all live longer, and the baby boomers enter the segment.
In old money, at £1.65, this share is 11p. (For newcomers SAGA did a 1 for 15 share consolidation c 4 years ago), and so this has a long way to go to get back to where it was, and back to "steady as she goes" growth.
My all time average is now stands at c£9 (60p in old money), so I have some way to go.
But the reason why I have rekindled my interest is that in the Ocean Cruise s part of the business, they have an excellent product.
I have just come back from a 9 day cruise up to Norway on the Spirit of Adventure, - it was my first ever cruise - testing the water to see if we liked that I kind of holiday. To be honest, as always there are bits of details which, in our opinion could be better, but overall I was blown away with the quality of the ship, the food offering, and the whole experience. - it was 10/10.
From a shareholders point of view, I was encouraged by the following, all of which means that, in my view, with the support / backing / patience of the Chairman, SAGA is well placed to reduce their debt pile, and return to decent profitability and cash generation.
1. The ship was full. 990 paying customers - average ticket c £4,000, so gross revenues of £4m for a 9 day trip.
2. The proportion of customers who were returning for their umpteenth cruise was over 50% - taken from a show of hands in the theatre one evening.
3. The turnaround was slick. We were disembarked in Dover between 0800 hours and 1030hours, and the ship set sail at 1700 hours that same evening with a fresh set of paying customers off for a trip to the Med.
4. Looking at the catalogue for 2026, SAGA seam to be increasing the volume of shorter cruises (5 - 9 days), as compared to the longer 17+day trips. Presumably they base their offering on research and feedback, but I think that this is also good for the per Diem revenues often discussed on this board.
So, as a result of my experiencing the product, and observing the loyalty / advocacy of their customer base, I have added to my holding, firmly in the belief that they are giving themselves the best chance possible of getting the Debt to EBITDA ratios back to what might be called normal. i.e. 2 - 2.5x.
It'll take a few years, but if they succeed, it will once again be a very valuable business.
DYOR - include go sample the product!.
FG