AMERICAS: US CRUISE LINES


“There’s an entire team that are driving numerous initiatives across our company. Part of this is sustainability and how it affects all areas of our onboard operation.”


William Butler, Vice President, Retail Services Carnival Cruise Line


number of activities were held to honour women’s empowerment, featuring Celebrity Edge captain Kate McCue; the first American woman to command a mega cruise ship. “Exclusive products created by


women-owned businesses and compelling storytelling with brand partners such as Reout Kallati and Mary Frances were prominent elements of the campaign.”


Below: The launch of operations onboard the Norwegian Encore was a highlight for Starboard’s Americas business in 2019.


across various categories including accessories, handbags and apparel. “The theme will change every three months. These out-of-the- box concepts, informed by cruise line demographics, guest research and preferences, help differentiate Starboard and align with our company objective of reimagining cruise retail.” Starboard also partnered with


Celebrity in its celebrations to mark International Women’s month in March, during which a


Close partnerships Meanwhile, Starboard is working closely with long-standing partner Royal Caribbean to implement new offers on its Allure of the Seas vessel. These include luxury offerings from Hublot, a Bulgari boutique and the What Goes Around Comes Around concept. The latter features vintage designer handbags from Louis Vuitton, Chanel and Gucci. The ship will also include an


expanded logo shop, Island Market and destination shop exclusive to Royal Caribbean with brands and designers that bring the ship’s itinerary experience to life onboard. Development is also taking place


on Carnival Cruise Line’s newly revamped Miracle ship and in partnership with Crystal Cruises, as Baty explains: “We’ve extended the Shop Fun retail theme to the newly revamped Carnival Miracle. Shop Fun reflects the enjoyable ways that shoppers can experience the ship’s different retail offerings. “In addition to theming within each of the shop areas, we have


The supplier view


From a brand perspective, the cruise market appears a significant focus, particularly in the Americas. For Edrington Global Travel Retail,


the cruise market is an important part of its duty free business in the region, particularly when it comes to Brugal rum. Juan Gentile, Managing Director,


Travel Retail Americas, Edrington Global Travel Retail tells TRBusiness: “For Brugal, the cruise sector it is one of the biggest channels, taking into account sales from onboard [cruise] retail and the on-trade cruise business. “We have listings on all the major cruise lines and encourage sales with


44 TRBUSINESS


onboard activations. Our target is American consumers travelling through the Caribbean, where Brugal is one of the leading brands in many of the islands.” Meanwhile, Beam Suntory is looking


to place more emphasis on the cruise sector, despite airports being its core business. Ed Stening, Global Marketing Director, Global Travel Retail, Beam Suntory remarks: “In terms of cruise and border stores, we probably experienced a little more than double-digit growth in 2019. With cruise in particular, we are working from a bit of a lower base, but it is something we want to focus on


strategically. It is nice to see we’re not becoming so reliant on airports.”


launched a new shipboard marketing campaign that reflects the theme with bright, bold colour and engaging calls to action.” As far as Crystal Cruises is


concerned, Starboard is developing ‘highly curated, reimagined product offerings and elevated customer retail experiences’ based on the luxury cruise line’s guest profile. “We look forward to introducing these exciting new offerings later in the year,” Baty remarks. While Starboard is happy to


outline its commercial plans for 2020 alongside its various cruise line partners, Heinemann Americas gives little away. One thing we do know is


that Heinemann Americas was established to build relationships in the cruise industry. It has already built successful partnerships with Carnival Cruise Line, MSC Cruises, Princess Cruises and Royal Caribbean International and is looking to expand its presence in the cruise market. Heubel says: “Following the


success of our parent company in the airport market, it is now putting a renewed focus on the cruise market. This makes Heinemann Americas’ work in the cruise sector even more critical to the company’s overall business goals. “We look forward to building upon


our success with MSC, Carnival, Royal Caribbean and Princess and to making additional cruise partnership announcements later this year.” «


Ed Stening, Global Marketing Director Global Travel Retail, Beam Suntory.


MARCH 2020


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