SHOW REPORT ASSOCIATION OF CRUISE EXPERTS
P&O flags up the on-board experience The onboard offering came under Laura Gelder speaks
to Achille Staiano, corporate commercial manager, MSC Cruises,
about what the ACE Cruise Convention means to the suppliers.
How is being at the ACE Cruise Convention useful to you? "The UK is an interesting market as well as the biggest European market. In spite of the economic crisis, cruising is growing here. This year is one of assessment for us. We are trying to increase our market share. Knowledge of us is getting better in the UK but we’re still relatively new kids on the block so we need to communicate with agents."
So what are you doing for agents? "We are increasing our number of roadshows with more coming in September, and every week we have MSC Opera in Southampton for agents to visit. We aim to be a one-stop shop for agents and we already offer opportunities to pre-sell things like shore excursions. We see commission as an investment, not a cost to us. Our new booking tool is available for consumers, but we don’t actively advertise it because in reality almost 100 per cent of our sales are through the trade."
And what are you here to promote? "We have many special offers like double cabins for lower prices for families with teens and single supplement waivers. And our Yacht Club concept is like a ship-within-a ship providing for those who are after more luxury."
Julia Smith, Cooperative Travel “I came to the ACE Cruise
Convention last year. It’s always useful but the best thing is getting to look around the ships. "It’s also brilliant to find new product
at the trade fair. I just discovered Compagnie du Ponant, which I'd not come across, got some information on Southampton hotels for my clients and even spoke to a transfer company.”
70 June 2011 •
www.sellinglonghaul.com
the spotlight throughout the ACE event as the factor that really defines the passenger's experience. In his opening speech at the Columbus Day dinner, David Dingle, chief executive of Carnival UK, talked at length about the value of the onboard experience. Similarly, Natalie Milverton, cruise
director at P&O Cruises, focused on this at a breakout session onboard the Aurora, defining exactly what she felt sets a cruise line apart from its competitors. Food is clearly key. On an average
12-day P&O cruise 104 chefs cook 12,000 meals a day. The caterers get through 16,800lbs of poultry, 42,000 cakes, 10,000 litres of milk, 7,700 bottles of Champagne and wine and 7,000 pints of beer! But beyond the menus, meal times are
also often a real event. On an average two-week P&O cruise there will be four formal evenings, four semi-formal get- togethers and six smart/casual events. Themed nights range from 1960s dos to black and white dress codes or tropical attire, depending on the itinerary. The onboard experience, Milverton
insisted, is not just about basic service provision, its about the added value of entertainment and activities too. P&O has a repertoire of 13 onboard
productions ranging from musical theatre to comedy and magic shows. Passengers are also encouraged to sign up for classes, quiz nights and even a choir. For families the onboard provision has become a vital part of the pitch. P&O
All at sea at ACE Cruise Convention
has four different kids' clubs for varying age groups, with staff trained to meet their differing needs. Generating repeat bookings while passengers are still onboard can help build business but Milverton reassured delegates that onboard travel agents act merely as a consultant and commission goes to the original agent.
www.pocruises.com
It's all work, work work at the ACE cruise fair VOICES FROM THE CONVENTION
Michael Sharpe, cruise specialist “My wife and I have just set up our
own franchise with Global Cruising so the motivational speech by Michelle Mone (pictured), the founder of Ultimo, was great to hear. For us, it was truly inspiring to hear how she started from nothing and built her business up to the multi-million pound brand it is today, against all the odds – just like we are will hopefully!”
Steve Thompson, Selling Cruising “As the leading trade publication for
cruising, we were excited to meet so many enthusiastic travel agents who are clearly cruise specialists and it was intersteing to also see many who are new to the industry but are really keen to tap into this lucrative market. The potential of the cruise sector was really brought home by the range of products on show and the '365' theme."
Agents enjoy lunch onboard Cunard's Queen Elizabeth
Day one was Columbus Day aboard Fred Olsen's Balmoral
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