34-36_ttg_lux_Silversea 11/6/09 15:05 Page 36
HOW TO SELL IT
■ All-inclusive pricing: there
are no hidden extras
■ Trade up: given that
everything is included,
Silversea’s prices are within
reach of higher-spending
customers who might
usually look to book with
a mainstream line
■ Sell the suites: ships have
a wide selection of suites,
most with a balcony
■ Promote the onboard
service: uncompromising
standards by staff and crew,
as well as great customer
care and attention to detail
and many more dishes – my favourite More popular were the evening shows
Clockwise from left:
was the lobster bisque – all served to in the theatre. Silver Wind does not try to
Kapaaleeshwarar Temple,
perfection and in sensible portions that compete with the big ships’ extravaganzas.
Chennai; a Silver suite; Silver
Wind’s main restaurant
didn’t leave you feeling like bloated ballast. Instead, a small permanent team of young
Needless to say, the wine list was dancers is complemented by guest singers,
discerning, with knowledgeable waiters musicians and comedians.
on hand to advise. And for a really special
occasion, passengers could pay extra to High society
wine and dine in Saletta, an exclusive But a cruise line can do only so much. The
venue run in tandem with Relais & onboard vibe comes as much from the
Chateaux. Other passengers were equally passengers as the crew. On my sailing, the
impressed. One, a hotel manager from proportion of Brits was unusually high,
Essex, said he rated Silver Wind’s food as and a good number were Silversea veterans
Michelin-star standard. – many were members of the Venetian
The other major attraction of dining on Society loyalty club, for those who have
Silver Wind was being able to eat when clocked up 100 days at sea with the line.
you wanted, where you wanted. You could Their fervour for the line was infectious
request to be seated with your new and did much to generate an extended-
onboard friends, or opt for the more family atmosphere, while the all-inclusive
discreet tables for two - the refurbishment pricing also oiled the socialising.
of La Terrazza had included the addition of Silversea may say 53 is its average
more tables for couples. passenger age, but on this cruise it felt a
little higher. Among the retired bankers
Well-being and enrichment and Sunday golfers were a lord and lady, as
A less certain success, however, was the well as Americans, Canadians, Norwegians,
new Spa at Silversea, operated as a conces- Swedes, Spaniards, Irish and Dutch. While
EXPERT EYE
sion by Steiner, the spa-at-sea specialist. children are permitted onboard, cruise
Somehow, it lacked the Silversea touch. director Lawton admits the ship isn’t “I believe Silversea is
With four treatment rooms and a salon, really geared for the family market. pretty much the leader in
the spa manager explained that typically Unfortunately, on this cruise a the luxury cruise sector
80% of passengers go for a treatment, with scheduled stop at Colombo had to be – I always say they offer
the most popular treatment the hot stone cancelled due to political violence in the six-star, all-inclusive,
massage, which costs $210 for 75 minutes. Sri Lankan capital. This disappointed those understated luxury.
One comment made by several passen- passengers keen to take cultural excursions Silversea provide great loyalty incentives to
gers was that the spa lacked ambience, a on the island. These would have included a their Venetian Society members and come up
problem the manager said she planned to trip to the Pinnawela Elephant Orphanage with innovative discount incentives, tailor-made
remedy by adding candles, essence oils costing $319, or a less-jumbo-priced to reflect market conditions, which are great
and a more soothing choice of music. walking tour around Colombo for $69. sales tools for agents.
Passengers more inclined to stimulate As Silversea turns its attention to the “Silversea gives added security to early
the mind could attend lectures by the launch of its biggest ship, the 540-berth bookers: if prices come down further, on to a
three “enrichment hosts”. Royal expert Silver Spirit, in December, it should feel Silver Sailing discount for example, customers
Hugo Vickers gave talks sprinkled with satisfied that its refurbishment of Silver who have already confirmed can apply for the
anecdotes about the Queen and Princess Wind will prove money well spent. The additional reduction to be retroactively added to
Diana, while former ambassador Pascal line’s loyal UK clients seem to think so: their booking.
Nazareth and historian Bartle Bull 60% are repeat customers. “I also rate them for things such as generous
provided fascinating insights on topics And Silversea extols its commitment terms and conditions which enable guests, up
such as Gandhi and the Suez Canal. to agents, who account for 90% of its to 120 days prior to departure, to cancel, or
Their talks deserved to be better bookings. As well as sponsoring agents’ perhaps do a voyage-to-voyage change without
attended, but cruise director David promotional events and running a penalty. Add to these points the wonderful
Lawton admitted successful online training programme, a worldwide itineraries (including a round-the-
the words spokesman said Silversea always paid the world voyage each year) that Silversea’s fleet
“lecture” and full commission to a customer’s original of six ships cover, and I think you have the
“enrichment” agent even for new bookings made by perfect recipe for a luxury cruise client.”
probably did them passengers while onboard. Francesca Barone,
36
few favours. Remember your name? Silversea does. personal travel advisor, Future Travel
feature cruise
summer 09 ttgluxury.com
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