upscale cruising
57
the top It’s tough at New ships, greater price
inclusivity and more ‘adventure’ sailings with ever-more-exotic itineraries are the order of
the day in the upscale cruise sector, says Maria Harding
T
ravellers with the cash to splash out on an upmarket cruise will fi nd themselves courted as never
before in 2015 as top-of-the-range luxury lines prepare to fi ll expanding fl eets, despite strong competition – and not only from other deluxe lines and land-based hotels and attractions but also from rivals in the Premium Plus and upmarket river cruise sectors. An early salvo in the battle for the upscale share was fi red by Regent Seven Seas Cruises, which, with the new 750-passenger Seven Seas Explorer to fi ll from mid-2016, has been differentiating itself from the competition with new trade and consumer marketing campaigns focusing on the statement `True Luxury is Intangible’. Cecilia Abert, RSSC’s UK/Europe Sales and Marketing Director, says the campaign – which includes trade and consumer press ads, a booklet for agents to give to clients and a microsite (
intangibleluxury.com) – aims to combat a trend towards describing too many cruise ships as ‘luxury’ . “The term ‘luxury’ has diminished in
recent years,” Abert says. “ With so many brands now described as ‘luxury’, people are led to believe every ship afl oat offers a life of hedonistic pleasure.” The campaign coincided with RSSC’s October 2014 launch of its worldwide itineraries for winter 2015/16. These feature more than 150 ports in 50 countries and span the Caribbean, Asia, Africa, Europe and South America. Highlights include eight new Grand
Voyages, ranging in duration from 35 nights (Cape Town to Miami) to 72 nights (Around South America ex-Miami), and the programme features eight new ports of call for the brand: Boracay Island in the Philippines; Jeju, South Korea; El Guamache, Venezuela; Fort-de-France, Martinique; Khasab, Oman; Pointe-à-Pitre, Guadeloupe; Santa Marta, Colombia; and Shimizu, Japan. But perhaps most important to agents is news that RSSC has gone even further down the all-inclusive route by offering three-night ‘land adventures’ free to guests booking Concierge Suite accommodation or above. The land stays – which include three nights in an hotel and guided tours – are valued at £1,078 pp and will also be offered to guests taking Deluxe Suites at reduced prices (from £425 pp).
Left: understated elegance with Seabourn cruises
sellingtravel.co.uk
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80