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Expanded inventories, growing sales in the luxury segment, the proliferation of
exotic destinations and, more importantly, the development of interest in exotic
destinations on the part of the North American traveler, have all made their mark
on the cruise industry and the promise of a hot year for cruising in 2007. And those
very factors had an effect on how agents perceive the cruise industry as reflected
in the Recommend Readers’ Choice Awards selections
Princess Cruises
It probably was no accident then, that Princess Cruises won the laurels for Best
Itineraries. “We’re delighted because that’s one of our main themes—who
we are and what we do is great itineraries,” says Julie Benson, v.p., communications.
In fact, Benson says, it’s that emphasis on creative itinerary development that’s
had a positive effect on sales.
“We carry a tremendous amount of repeat travelers. We do have the traditional type
of first-time destinations—the Caribbean, Mexico, even Alaska is a great first-time
destination. But these passengers want to go to great places around the world on
all continents, so whether it’s South America or Asia or Australia or Antarctica,
Princess is ready to deliver. We know we’re successful because we’ve seen other
cruise lines adapting our itineraries, and that’s a compliment to us.”
A truly unique itinerary is on the boards for next month when the Golden Princess
sets sail for Antarctica. “We’ll spend about 72 hours cruising the Antarctic Peninsula,
but we don’t actually land anybody. We just cruise the waters and our passengers
get to see the scenery,” Benson explains, due to ecological concerns. “There are
a lot of sensitivities about cruising through that area. We are filing our plans
with a number of different groups to make sure that we’ve got a lot of measures
in place for safety, marine protection, waste disposal—you name it, anything that
has to do with a protected area, we’ve thought of and we’ve been proactive about.
We’ve got the state-of-the-art environmental systems and safety systems so we’re
very confident we’re visiting places like that very responsibly.”
Two more big things for 2007, Benson says, are the fleet’s new ships.
“One is the Emerald Princess, the sister ship to the Princess Crown that was introduced
earlier this year. It represents the next evolution of a Princess ship. People have
been so enthusiastic about that ship. That’s another state-of-the-art modern ship.
At the very same time, we’re introducing a very small intimate ship, the Royal Princess.
This ship is the ex-Swan Hellenic ship that’s coming over from that brand (that’s
one of our sister companies). That makes three of them now with the Royal; they’re
ex-Renaissance ships for 600 to 700 passengers. They’re a Princess product, but
just on a smaller scale—there are balconies, there are alternative dining areas
and restaurants. But these ships also go to slightly more exotic places.”
For example, she points out, “The Emerald Princess will do a kind of Best
of the Mediterranean, as well as the Greek Isles and visiting all the popular ports.
The Royal Princess will join with a set of really unique European itineraries.
We’ve got five new itineraries, including our first visit to the Holy Land in more
than five years. Then we’ve got some UNESCO World Heritage sites in smaller places
such as Turkey and Croatia. ”
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Cruise West
And speaking of small ships and exotic destinations they’re so efficient at seeking
out, Cruise West sailed into first place in our Readers’ Choice Awards’ small ship
category, flush with new product and an expanded inventory after acquiring
the Clipper Line last January.
The company’s recent expansion in terms of itineraries and inventory has been good
to the company’s bottom line and they’ve been quick to take advantage of the public’s
newfound interest in exotic destinations. They just announced 11-day coastal Vietnam
cruises for the fall of 2007.
“Our flagship is in its second year for 2007 in our circumnavigation of Japan cruises
and this year it heads on down through Micronesia, Melanesia and Polynesia. Next
year, when it leaves Japan in the fall, it will instead do Hanoi to Ho Chi Minh
City on 11-day cruises. To my knowledge we’re the only cruise line doing totally
intensive Vietnam cruises. “There are a bunch of cruises that stop in Vietnam, but
I think we’re the only ones offering a comprehensive and intensive Vietnam with
a different shore experience every day.”
Crystal Cruises
Luxury is another area where the cruise element is thriving and the best
cruise line in that market segment, our Readers’ Choice numbers say, is Crystal
Cruises.
“I think we have a unique position in the cruise sector in that we have all of the
quality and attention to detail and service of a small luxury line, but the numerous
choices and space of a large ship,” says Mimi
Weisband, v.p., public relations at Crystal Cruises. “But because it is catering
to a market segment with tastes that reach beyond the mass market desires, the bellweather
here is service. What we hear time and time again—and is echoed by the guest ratings
we receive—is the service. The service is not only professional, it’s also warm
and friendly. Everyone comments that the smiles appear so genuine, and we believe
they are. That’s not accidental because we believe in treating the crew very well
and giving them a lot of resources and training. And that’s a continued focus in
2007,” Weisband says. And with good reason, she adds, because, “guests who frequent
luxury lines are used to frequenting other luxury establishments and certainly expect
certain service levels.”
But while a high level of service is essential, that doesn’t diminish the importance
of hardware and software applications in a luxury environment. “That’s why we have
devoted a lot of attention to choices of activities—there are a lot of rooms devoted
to activities—and when we brought out Crystal Serenity, we added a sushi
bar and a studio for more classes. In fact, on Crystal Symphony we have just
begun a $23 million refurbishment that’s an extension of a refurbishment we began
two years ago to the tune of $12 million, for a total of $35 million in two years.
It was planned to further upgrade all staterooms and many public areas.”
In 2007, Weisband says, “Our grandest voyage is the World Cruise and that’s coming
up in January. We’ve been doing a World Cruise for many years and have an unparalleled
enrichment and entertainment program lined up for our guests. For some, it’s the
experience of a lifetime and for others, they do it every year—it’s their winter
vacation home.”
Reacting to more strong trends for 2007, Crystal, she says, “has got a lot of variety
in the Mediterranean and already the bookings are coming in very strong, as well
as for the Baltic. We also have dedicated children’s facilities because we’ve seen
a big increase in families. We have junior activity directors on during the summer
because we’ve seen a lot of families going to the Baltic and the Mediterranean in
the summertime.
“We’re also returning to Asia for the first time in two years with several different
itineraries and several different land programs—pre- and post-cruise programs, overland
programs in Beijing to Angor Wat, to the Taj Mahal, to Xian and up the Yangtze River.
Asia’s been very strong for us. Our bookings for 2007 are something like 20 percent
ahead of where we were last year, so we’re bullish on 2007.”
But most importantly, Weisband emphasizes, “We also have a new training academy
for agents—Crystalacademy.com. This is the first phase of a training program called
the Crystal Value Proposition. In this first extensive course—the course takes about
three hours to complete, it’s very detailed—one of the most popular features is
an area where we illustrate what one can get with Crystal,” featuring “what is part
of their Crystal vacation experience, versus what is a la carte on premium lines.
We’ve seen a lot of guests who’ve moved up from the premium level. They’ve had a
great trip, a wonderful time, but they just want to move up to the next level. So
we have this very detailed program that shows when you add up all these other extras
on the premium lines, the pricing is not that far apart. So there really is a good
value with Crystal.”
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Carnival Cruise Lines
While our agent readers probably wouldn’t disagree with Weisband’s statement, they
named Carnival Cruise Lines as the Best Value in the Readers’ Choice Awards’
cruise line category. Which is just fine with Vicky Freed, v.p., sales and marketing
for Carnival Cruise Lines. “I think it’s the product and the price that you pay
for the product that exceeds their expectations. We’re very low key about overselling
our product. We intentionally undersell and then when people get on board they go,
‘Wow.’ The food is fabulous and exceeds their expectation; they’re impressed with
our entertainment. I think there’s just a magical connection that goes on aboard
our ships so when people come back, they say, ‘For what I paid, I got my value.’”
Carnival’s hoping to produce more “wows” with two new 2007 offerings, kicking off
with a brand-new ship on a brand-new itinerary. “We’ve got a new ship—the Carnival
Freedom—and she’s going to start her service in March in Europe” with 12-day
Greek and Grand Mediterranean cruises. Next up? “We’re going to have a new itinerary
and a new port year-round with 5-day cruises out of San Diego. It’s pretty exciting
to have that ship in San Diego year-round because the other ships that currently
sail out of there leave in the summertime.”
Also, Freed says, “We’ve opened up our new Grand Turk port in the Turks & Caicos,
which is very popular on 4- and 5-day cruises out of Tampa.” At the same time, she
adds, “Alaska continues to be wildly successful for us with the Carnival Spirit,
so it’s all good for us with lots of wonderful things happening. We’re back in New
Orleans with 4- and 5-day service and then next fall we’ll be bringing 7-day service
back there. Certainly the Carnival Comfort bedding has been the biggest ‘wow’ for
our guests. People love the beds so much they come back and buy them. We were the
first cruise line in the cruise sector to truly offer luxurious bedding. It’s very
similar to the Heavenly Beds with Westin.”
Royal Caribbean Cruise Lines
Royal Caribbean Cruise Lines’ new twin sister ships—Freedom of the Seas and
Liberty of the Seas, the latter of which debuts in June—hold the dual title
of largest cruise ships at sea, weighing in at 160,000 GRT and holding 3,634 guests
double-occupancy. We bet that had something to do with why it won for Best Large
Ship in the Readers’ Choice Awards.
Apart from their humongous sizes, both ships are big on services and amenities.
“We strive to deliver the ‘wow’ to our guests through innovative ships and exciting
onboard amenities and activities,” says Lisa Bauer, sr. v.p., sales, for Royal Caribbean
International (RCI). Amenities on the Liberty will include the popular innovations
already found on Freedom, including the FlowRider surf simulator; the wet-and-wild
H20 Zone aqua park; cantilevered whirlpools suspended 112 ft. above the ocean; an
ice-skating rink; a boxing ring; and the 1215-sq.-ft. Presidential Family Suite,
which sleeps up to 14. Yes, the “wow” factor is definitely there.
“As we look ahead to 2007—from the debut of our new Liberty of the Seas, to
a major revitalization of Majesty of the Seas and to defining ourselves as a true
global brand with six of our ships in Europe as well as new deployments in Latin
America and Asia Pacific—we continue to make it our top priority to provide travel
agents with the correct tools to promote and sell cruise vacations to their clients.”
Celebrity Cruises
If you’ve ever had the opportunity to savor the spa services on board Celebrity
ships, then you’ll find it easy to understand why our readers selected Celebrity
Cruises as the Best Spa and Best Cuisine in the Readers’ Choice Awards
in the Cruise Line category.
Like its parent company, RCI, Celebrity delivers the “wow” factor big time with
its truly unique and expansive offerings at the AquaSpa, available on all of its
Millenium-class ships. Here clients can choose everything from personal pampering
to an array of spa programs that invigorate the skin and body. They can discover
the restorative powers of salt, water and heat as they immerse themselves in the
thalassotherapy pool on all Millennium-class ships--except the Zenith or
Century--and there’s a whole menu of additional package options available
for purchase, as well as the Persian Garden, where the exotic aroma of healing eucalyptus
envelops the senses as clients recline on marble lounges, wrapped in the caressing
steam and cleansing heat.
There’s alternative therapy in the form of acupuncture with acupuncturists licensed
by the National Certification Commission for Acupuncture and Chinese Medicine to
help clients dissolve stress while restoring their body’s natural balance and energy.
Still another healthy and delicious alternative—quenching one’s thirst with a fresh
fruit smoothie or a crisp salad topped with colorful vegetables—fits right in with
our agent reader’s nod to Celebrity for Best Cuisine. The AquaSpa Cafe serves light
fare with a wide range of appeal. Breakfast is served from 7:30 a.m.-10 a.m., with
lunch and dinner hours from noon until 8 p.m.
And, needless to say, the other specialty dining choices aboard Celebrity ships
are just as enticing, all of which offer a truly five-star experience. Here, clients
will find five-course gourmet offerings developed by Master Chef Michel Roux with
dining experiences enhanced by table-side cooking and a broad selection of the finest
wines. Gourmands will truly be in Nirvana with delectable menu selections such as
saltimbocca and steak Diane, goat cheese souffle with tomato coulis or maybe some
roast Long Island duck a l’orange with stuffed fruit. You’re getting the picture
here or maybe you’ve already enjoyed the fare, which would explain why they won
this particular award.
“We’re honored and thrilled with this recognition, as it’s further validation of
what we believe are among the hallmarks of the Celebrity experience. It’s particularly
meaningful when the honors come from the people who matter most—our travel agent
partners and our guests—who comprise the readership of Recommend,“ says Donna Ritzentahler,
senior v.p., sales, Celebrity.
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