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NEWS SPECIAL REPORT


Plan a Cruise Month in October will see a raft of offers available to the trade. To kickstart the month, Clia’s executive committee discussed this year’s ‘destination’ theme. Juliet Dennis reports


Clia executive committee members show off the Clia ‘speech bubble’ being sent out to the trade. Agents are encouraged to write in their favourite cruise destination and upload selfies of their speech bubble on social media. From left: Tony Roberts, Princess Cruises; Stuart Leven, Royal Caribbean International; Lynn Narraway, Holland America Line and Seabourn; Jo Rzymowska, Celebrity Cruises; Andy Harmer, Clia UK & Ireland; Richard Sofer, Thomson Cruises; and Kathryn Beadle, Uniworld


It’s all about the destinatio


Destinations offered on cruise itineraries are critical to attracting first-time customers.


That’s the message from major


cruise lines on Clia’s executive committee discussing the theme of this year’s Plan a Cruise Month, to run throughout October. It is destinations that entice clients to book a holiday in the first place and therefore act as a vital sales trigger, according to the round-table panel. Lynn Narraway, UK managing


director for Holland America Line and Seabourn, said: “Research shows destination is the number- one reason why people choose a cruise. Apart from North Korea and Somalia, there aren’t many places you can’t cruise to.”


All about the place


Cruise lines are already recognising the importance of the destination by offering more overnight stays in cities such as Barcelona and St Petersburg, said Narraway. Jo Rzymowska, Celebrity Cruises’ vice-president and managing


director for the UK, Ireland and Asia, said cruise offered the best of both worlds for consumers and an opportunity for destinations. She said: “First-time cruisers


say how great it is to only unpack once and see so many destinations, but it’s also great for the destinations. They can maximise the opportunity and give guests a chance to see somewhere they want to go back to.” The scope of destinations offered


was likely to increase, she added. “As an industry we are keen to


keep stretching the boundaries of where we go,” she said. “Some of the infrastructure needs to be improved, but we will see more new destinations coming on the map and we’d be keen to support those.” Stuart Leven, Royal Caribbean


International’s vice-president for the EMEA region and managing director of RCL Cruises, said: “Between now and 2024, there are 55 new ships on order, including 10 new [ocean] ships coming in 2019 alone. That gives a massive opportunity to touch parts of the


12 travelweekly.co.uk 28 September 2017


“The reason people book is the itinerary, but the reason they enjoy it is down to the experience on board”


world we are not touching at the moment. The most successful destinations are where cruise lines and local providers work closely in partnership, such as Copenhagen.” The Clia panel cited Alaska, Asia,


South Africa, Japan and Greece as among the most popular current cruise destinations for the UK market.


Authentic experiences


The experiences in destinations should not be overlooked as a way to attract newcomers to both ocean and river cruise. Kathryn Beadle, managing


director of river cruise specialist Uniworld, said: “It goes beyond destination to what experience holidaymakers can have. The


experiences being offered are improving beyond recognition, as well as the number of choices.” Thomson Cruises managing


director Richard Sofer reported increased demand from loyal clients for more exclusive experiences, but said it was important to get the right balance between destinations and onboard experience. “It’s about authenticity,


exclusivity and money-can’t-buy- experiences,” he said. “The reason people book is the itinerary, but the reason they enjoy it is down to the experience on board.” Tony Roberts, Princess Cruises’


vice-president for the UK and Europe, said cruise lines were focused on improving the onboard experience. “Some of us want to make the experience come to life on the ship,” he said. “Cruise lines are bringing experiences on board the ship.” This can include expert speakers


to improve clients’ enjoyment of destinations, added Rzymowska. Celebrity Cruises is seeing demand increase for tailor-made,


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