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Uncertainty also surrounded has fallen year on year, but having reworked these are in the best position to know the
Windstar Cruises after its US owner, or lowered expectations, they say they are type of product they are getting for the
Ambassadors International, announced happy with how 2009 is looking. money and the value it represents, and
plans to sell off all assets apart from “Business is down and it’s a tough more likely to stick with their usual holiday.
Windstar. The company disposed of its market out there,” says Philip Ordever, This is also a perfect time for agents to
travel and events division in April, but Crystal Cruises Europe sales and marketing encourage customers to trade up as the
reaffirmed its commitment to Windstar. vice-president. “But we are still spending price difference between premium lines
SeaDream Yacht Club has also been more money on promotion and advertising and those one step below, such as Princess
forced to refute rumours it is up for sale. to get less business than last year.” Cruises, Holland America Line and Celebrity
The operator says the worst effects of the None of the lines have sat back. Yachts Cruises, is smaller than ever especially as
recession on its business come from a of Seabourn has slashed 50% off selected gratuities, drinks and dining are often
drop-off in corporate full-charter which last-minute sailings; Cunard launched its included in the price of premium cruises.
now leaves more capacity – and on a first major sale with discounts and Shillito says the Baltics and Norway are
positive spin, a chance for good agents to stateroom upgrades; Regent is offering free proving popular, as they have traditionally
step in and earn great commission on flights and shore excursions; Crystal is been more expensive cruise destinations,
big-ticket sailings with SeaDream. giving passengers onboard credits of up to but this year they seem a lot cheaper.
Cruising chiefs remain realistic and $1,000; and Silversea is promoting cut- Another winning sector is river cruising,
optimistic about the future, with new ships price flights and onboard credits. which is currently enjoying an upsurge in
sailing into the sector this year and next, “I have never seen offers like this before,” demand. Anderson attributes this to the
meaning interest has never been higher. says Scott Anderson, general manager of quality of riverboats owned by lines such
White Star Cruises. as AMA Waterways, APT Touring and
Business backlash But is there a danger of such offers and Peter Deilmann. ■
It is generally accepted that the last quarter discounts damaging the product? The
of 2008 was poor, but business picked up general feeling is that because these are
strongly in January and February, peaking spread across the whole cruise market,
in March. Bookings faltered in April, but premium brands can maintain their
started to improve after Easter. integrity. And as the luxury lines are
Regent’s UK managing director, putting more emphasis on special offers
Graham Sadler, says UK call volumes and added value rather than straight
between January and May are up 41% up discounts, prices have not yet dropped low
compared with the same period in 2008, enough to devalue the product.
while bookings are up 48%. “Some mass market lines have trashed
And at The Sovereign Cruise Club, prices and attracted the wrong sort of guests,
managing director Stefan Shillito says but the luxury lines are keeping lead-in
business at his Reading agency had prices high enough to keep the passenger
actually been “incredible” recently: “I keep profile the same,” says Anderson.
reading about doom and gloom, but that
does not fit with our performance – we’ve Late sails
on the horizon
even had to take on more staff. Business Late booking now seems to be the norm,
has gone through the roof, up 70% year on with customers doing their homework ■ Yachts of Seabourn is unveiling maiden voyage went on sale
year, which I know sounds bizarre.” when it comes to selecting the right cruise the first of three new vessels, in April, the level of demand
He attributes this to two keys factors: and ensuring they get value for money. Seabourn Odyssey (above top set a new record – after selling
that the luxury cruise market has been “Before 9/11, people booked 12 months right), in Venice this month, out in a recession-defying 29
more recession-proof than other sectors; out. Afterwards that dropped to three and is putting out special minutes with the top suites
and the decision by many retired months,” explains Crystal’s Ordever. offers to nail home bookings. the first to be booked.
customers to spend their money rather “Then it climbed to nine months and now ■ Cunard’s newest addition, ■ December sees the launch
than hold onto empty savings as it has gone back to three or four months.” Queen Elizabeth (above right), of Silversea’s Silver Spirit
investment income plummeted. Several companies are still noticing is to launch next year. When its (above left).
Cruise lines cannot deny that business strong demand from repeat customers, as
41
feature cruise
summer 09 ttgluxury.com
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