p20 cruise Sept11 8/9/09 09:29 Page 20
Cruise
Lee Hayhurst
020 7921 8001
lhayhurst@ttglive.com
For the latest cruise news, visit ttglive.com/cruise
Princess Cruises is confident its high customer service scores means it is well placed to emerge from
the recession strongly. Lee Hayhurst spoke to head of brand marketing Pieter van der Schee
OPERATOR SALES.
Packages fuel
line’s bookings
INCREASED business from operator partners is
expected to drive a 20% growth in UK bookings
for Princess Cruises’ new Exotics programme.
The brochure, which hit agents’ shelves last
week, launched with a £1,000 per couple saving
message.
The 2010-11 programme has been expanded
following a 30% increase in UK customers last
year and includes 160 cruises and 50 itineraries.
Destinations include Hawaii, Australasia, Asia,
Central and South America, Antarctica and Africa.
A dolphin is painted on Ruby Princess pool: seven of the line’s ships are undergoing a £150 million refurbishment Pieter van der Schee said increasing numbers
of agents and operators were taking net rates
Princess responds
and packaging up their own itineraries.
“A lot of tour operators have extensive land
arrangements and they can
tailor-make itineraries for cus-
to ‘value’ demand
tomers with various land stays
and combinations,” he said.
He estimated that operator-
generated sales for Princess in
the UK now accounted for 20% of
VALUE for money has risen to the top of rank Princess Cruises as the number one cruise overall business and were growing.
customers’ priorities when choosing a cruise operator based on its performance in relation to Prices in the Exotics brochure
line, according to Carnival UK’s latest survey. the top 10 factors people said they based their start at £1,399 for 11 nights.
The factor was in third place in a poll last choice of line on.
year but the latest survey, carried out in March, This, he claimed, meant its ex-UK ship Grand
reflected how customers have become more Princess, which replaced the older Sea Princess,
THEMED CRUISES.
demanding in the recession. was outperforming newer and larger ships in the
That is why Princess Cruises has opted to stop UK market.
Wine drinkers
charging in some of its food outlets onboard its “We have been able to really forge ahead
ships. this year,” he said. “We have grown capacity targeted by mail
The line has scrapped charges for ice cream, 40% and I’m confident in the current market our
closing a $1 million revenue stream, and for food financial performance has been amazing. WINE lovers are to be targeted by Princess
in its Vines international cafe and tapas outlets “We luckily chose to go out aggressively early Cruises in a new marketing campaign.
in the atriums on its ships. on and had a very busy September to November, The line will this month post a flyer to 25,000
It is hoped this will encourage people to use rather than leaving it all to the spring. potential customers about new wine-themed
these spaces on the ships more, generating a bet- “The market is more price led; people are cruises in the Mediterranean on Grand Princess.
ter atmosphere and boosting satisfaction levels. getting more savvy about what price they want Travel agents will also be encouraged to tap
Seven Princess ships are also undergoing a to pay. We are not the cheapest but people into Britons’ love of wine to promote cruising.
£150 million refurbishment programme, bringing realise the service style and value they are The wine-themed cruises will include onboard
to them some of the latest features from the getting, so we are very competitive. tastings and shore excursions to wineries.
line’s newest ships that have proved popular. “At a time when some lines are increasing Pieter van der Schee, Princess’s head of
Van der Schee claimed the results of the their prices to increase onboard revenue we are brand marketing, said: “Good food and wine are
survey, carried out for the line by Yougov, would doing the opposite.” synonymous with cruising.”
20 11.09.2009
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