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AMERICAS: US CRUISE LINES


Cruise retail in the Americas continues to thrive


Strong partnerships featuring the likes of Carnival Cruise Line, Heinemann Americas and Starboard Cruise Services are propelling the cruise retail industry in the Americas to new levels, but there is plenty of hard work ahead. Andrew Pentol reports.


T


he tragedy, uncertainty and disruption caused by the Covid-19 outbreak, which


has sadly led to the cancellation of the 2020 Summit of the Americas and TFWA Singapore show has not stopped cruise lines and retailers from flexing their muscles and planning for the future. Carnival Cruise Line, for example,


recently awarded Gebr. Heinemann the duty free contract for its newest and largest vessel, Mardi Gras, as first reported by TRBusiness. The ship is due to embark on its first voyage out of Port Canaveral, Florida on 14 November 2020 and will be able to accommodate more than 6,000


passengers and around 1,800 crew. In a first for the cruise line,


Carnival Mardi Gras will feature six themed zones comprising the French Quarter, Summer Landing, Grand Central, La Piazza, Lido and The Ultimate Playground. Currently, Gebr. Heinemann


manages retail operations through its Americas subsidiary on Carnival Liberty, Carnival Fantasy and Carnival Ecstasy. The Carnival Spirit retail concession is run by Heinemann Asia Pacific. These contracts were all secured in 2018. William Butler, Carnival Cruise


Line, Vice President, Retail Services tells TRBusiness: “Our fantastic partnership with Heinemann started almost two years ago on four of our ships and is really strong. It is important to accentuate that. If it wasn’t the case, we would not have awarded them the retail contract on our newest ship.” Nadine Heubel, CEO, Heinemann


A new Point B destination shop has been created by Starboard especially for Celebrity Cruises.


MARCH 2020


Americas says the company is thrilled to have been selected as the duty free retailer aboard Carnival’s newest, largest and most innovative ship to date. “This is the latest addition to an already successful retail partnership


which includes four Carnival ships (Liberty, Ecstasy, Fantasy and Spirit). We look forward to unveiling new, one- on-of-a-kind shopping experiences and concepts that will continue to provide the best retail experience for travellers,” she comments.


Optimum offer In order to deliver the optimum retail offer for new vessels and maintain strong retail performance on existing ones, operators such as Heinemann Americas must stay on top of the latest cruise industry trends. Heubel, who sees a real


opportunity to better leverage customer data to offer more personalised shopping experiences says: “In terms of trends, we are seeing a shift towards making retail a holistic and integral part of the cruise experience.


“In terms of trends, we are seeing a shift towards making retail a holistic, integral part of the cruise experience.”


Nadine Heubel, CEO,


Heinemann Americas TRBUSINESS 41


Above: Gebr. Heinemann has been awarded the retail contract for Carnival’s Mardi Gras vessel, as first reported by TRBusiness.


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