SHIP LAUNCH
Silversea president plans to regionalise fleet deployment
S
ilversea’s new president has pledged to regionalise the line’s fleet after admitting he was “horrified” at the inefficiency of some previous scheduling which included
repositioning days with no passengers on board. Speaking at the christening of Silver Ray in Lisbon, Bert
Hernandez said: “We definitely want to try to regionalise our ships a little bit more so we’re not always having to move them from around the world, as that’s inefficient.” By basing ships in a particular region, Silversea could
develop a “more destination-intensive set of itineraries”, according to Peter Shanks, managing director for the UK, Ireland and Middle East. He said the changes would apply mostly to itineraries in 2025 and 2026, particularly those in Australia and New Zealand. “We’d much rather do that now than end up with
operational challenges later on,” Shanks said. “We hate doing a change because it causes extra
work for travel advisors, but if we execute it well, most will remain booked on an alternative route. “I’m now hopeful we will enter a period of stability.” Shanks said he believed regionalisation of the fleet
would benefit agents, adding: “It would mean our agent partners become much more knowledgeable about ships which are based in their regions as they will sell and hopefully experience them more frequently.” The line also hopes to combine itineraries with
festivals and events in different regions to offer repeat guests a “totally different” experience.
Silver Ray; inset, the ship is christened Hernandez said this strategy of deployment
planning also aimed to minimise repositioning cruises, which could be “hard to sell” due to multiple days at sea. Hernandez added that while the line’s Red
Sea cancellations in the first quarter of the year were “unavoidable” due to safety concerns, some of the itinerary changes were due to ports being “incapable of taking one of our ships”. He said: “[The itineraries] weren’t fully vetted for
operational feasibility. We did have to change a lot of our itineraries, and that’s something I despise, but
you’re going to see that changing dramatically.” i Cruise: Destinations, pages 32-53
NEWS Silver Ray: Silversea launches second Nova-class ship. Charlotte Brook reports from Lisbon
AGENTS’ VIEWS
“Silversea has really stepped things up with the Nova class.
The contemporary-resort-hotel vibe is perfect for new-to-cruise guests, who will be amazed by the spacious accommodation, dining options and beautifully designed deck space. It’s great to have Silver Ray close to home in the Mediterranean this summer and next – a great way to introduce luxury cruising to curious clients.” Edwina Lonsdale, managing director, Mundy Cruising
“As a first-timer on Silversea, Silver Ray did not disappoint. The
ship is elegant and understated, with a relaxed and comfortable atmosphere. A highlight was the entertainment, especially the pool party with a band. Cruise is one of our fastest-growing segments and we’re confident this ship will be very popular.” Lisa Smith, manager director, Inspiring Travel, and chief operating officer, ITC
Shanks credits ships’ ‘game-changing’ design for attracting first-time cruisers
The “game-changing asymmetric design” of Silversea’s Nova-class ships has been key to attracting first-time cruisers, according to Peter Shanks. He described Silver Nova’s
design as “revolutionary” when it launched in 2023, claiming it offered guests an “unprecedented openness to the destination” and a “reimagined, outward-facing pool deck”.
The line adopted the same
design for Silver Ray, the second Nova-class ship. Shanks said:
Silver Ray’s christening party
“The new ship design and game-changing nature of the Nova Class is attracting more first-time cruisers to Silversea. “Overall, about half our guests
are loyal repeaters and half are first-timers, but with our Nova- class ships, it’s about a 70:30 split.” To help drive bookings through
the trade, Silversea invited 60 agent partners on the ship in the lead-up to the naming ceremony,
which was held on June 12. Shanks added: “We’re
always on the lookout for more travel advisors who want to work with Silversea. “In 2023, we grew the number
of travel agents who book Silversea by 25% and we now have two business development managers who are solely focused on supporting those who want to sell Silversea for the first time.”
travelweekly.co.uk
27 JUNE 2024
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