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sector report Cruise
before Christmas with its attention-grabbing and more are also basing ships in the UK, Clockwise from left: the Falkland Islands;
“Buy one, get one for a £1” promotion. giving passengers a choice of sailing from Viking River Cruises; P&O’s new signing,
MSC’s UK and Ireland managing director, British shores or flying to a European port chef Atul Kochhar; MSC Poesia
Giulio Libutti, says the promotion was a huge such as Genoa, Barcelona or Civitavecchia
success and attracted massive interest. near Rome, and starting their cruise in the
“Normally in that same sales period, we get heart of the Mediterranean.
about 250 calls a day. But with the offer it Fly-cruises to the Caribbean continue to
went up to 800,” he says. grow, while up-and-coming cruising spots for
Luxury lines such as Regent Seven Seas Britons include Dubai and the Persian Gulf,
Cruises, Yachts of Seabourn and Silversea the Baltic and the Far East. There is also more
Cruises have been reluctant to follow their demand and more product for destinations
mass market competitors down the discount such as the Antarctic and the Falkland Islands.
road, for fear of devaluing their products. Costa Cruises has doubled capacity by
Instead, they have concentrated more on adding a second ship for its winter Arabian
value-added promotions such as free flights, Gulf cruises from Dubai, and Royal Caribbean
spa deals, onboard credits and waiving single plans to base Brilliance of the Seas in the
supplements. region from January to April 2010.
However, in February this year Seabourn The Americas are another growth area,
cut the cost of its cruises in half by offering and MSC is adding new destinations in
a 50% saving on late deals, bringing some Brazil and North America next year.
voyages under £1,400. One of the biggest growth areas has been
Many of the special offers expired on ex-UK cruises. Years ago, this was the territory Growth in UK
February 28, after having apparently of stalwarts P&O Cruises, Fred Olsen and
cruise market
succeeding in bringing in a healthy level Cunard. But now lines such as Royal
of bookings, but the competition is so fierce Caribbean, Norwegian Cruise Line, Princess 1999 – 746,000
that more are expected to follow. Cruises and MSC are basing ships here. 2000 – 754,000
Libutti is not divulging what MSC has Southampton is by far the most popular 2001 – 776,000
planned, but does say the Italian line now port, but others such as Dover, Harwich and 2002 – 822,000
favours the short intensive approach, as seen Tilbury are becoming increasingly in demand. 2003 – 964,000
by December’s £1 promotion which ran for This year will be the second summer that 2004 – 1.02 million
just one week. Royal Caribbean has based what is currently 2005 – 1.07 million
the world’s largest passenger ship (though 2006 – 1.20 million
WHO’S SAILING WHERE? not for long – see p7) at Southampton: 2007 – 1.33 million
In recent years, the Mediterranean has rarely Independence of the Seas, which carries 2008 – 1.5 million
been so popular – not just among British 4,000 passengers. 2009 – 1.58 million (estimated)
cruisers, but among Americans and other Next year, sister line Celebrity Cruises will 2010 – 1.6 million+ (estimated)
nationalities too. launch its third Solstice-class ship, Celebrity
As a result, more cruise lines than ever Eclipse, at the port, where it will also be Source: Passenger Shipping Association
before are putting their ships in the region based for the summer.
TTG Knowledge – March 2009
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