LEADING AMERICAS OPERATORS: STARBOARD CRUISE SERVICES
edition fine jewellery range by Reout Kallati, CEO and designer of the Kallati jewellery brand. The pieces were inspired by the architectural features of Celebrity Edge. Other ranges include The Malala
Fund Collection, a special assortment of best-selling books and custom keepsakes. These are inspired by Nobel laureate Malala Yousafzai, who is the ship’s godmother, and her global campaign for girl’s education. All proceeds go to the Malala Fund. A final example is the Celebrity
Edge Branded Collection. This offers one-of-a-kind exclusive apparel and home and collectable products designed to celebrate the Celebrity Edge vessel. “Retail traffic onboard Celebrity
Edge has been significant and continues to grow,” Julier adds.
Expansive retail space In addition to transforming the onboard retail experience on Celebrity Edge and Symphony of the Seas in 2018, Starboard collaborated with Carnival Cruise Line to create the most expansive retail space in the cruise line’s fleet on Carnival Horizon. Julier recalls: “Starboard launched
an array of new shops and popular consumer brands onboard including many firsts for Carnival. “These include the cruise line’s
first Victoria’s Secret boutique and a premium presence for prestigious brands such as Breitling and Hublot. “Carnival is all about ‘Fun Ships’,
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make at home. “These opportunities are made
even more attractive through duty free pricing, promotions and special offers.” Swiss timepieces and fine jewellery
remain leading categories across the business and represent the ‘ultimate cruise memory’ purchase. Skincare is also extremely popular
in the Asian market, with beauty brands such as Estée Lauder, La Prairie, La Mer and SK-II leading the way. Meanwhile, clothing and jewellery
labels such as Bulgari, which is featured prominently on Costa Venezia; Cartier, Tiffany, Dior and Victoria’s Secret are big hits among North American travellers. Starboard is introducing a new
style of cruise retail by enhancing the overall customer experience. This is certainly evident onboard Costa Venezia and will be prevalent on Costa Smeralda, which launches in October/November with departures from Germany to the Netherlands, Portugal, Spain, France and Italy. Further launches scheduled this
year include Royal Caribbean’s Spectrum of the Seas, with itineraries leaving from Hong Kong to the likes of Okinawa, Shanghai, Singapore and Penang. Norwegian Encore is also due
to launch in November. Departing from Miami, Norwegian Encore routes will take in destinations such as Roatán, San Juan and Cozumel. “The transaction itself is not
so we branded the retail experience ‘Shop Fun’.” Starboard’s hallmark is based
around immersive experiences and retail activations that bring guests and retail staff together for engagement, education and socialising. The retail branding on Horizon ties in well, therefore, with Carnival’s ethos. While purchasing trends vary
between regions and depend on external influences (currency and other economic issues), shopping at sea offers passengers a special opportunity to buy gifts and bring home lasting memories of a cruise journey. Julier explains: “Many of our
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enough,” according to Julier. “Offering the right brands and products at great duty free value is key. We have been leading the industry in building immersive and engaging retail experiences on ships that can’t be found anywhere else. “We have branded our approach
‘The Starboard Way’ and it guides everything we do.” Retaining its position as the
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retailer of choice for the newest and most important ships is the prime objective for 2019. But from a regional perspective,
guests take this opportunity to indulge in a purchase they might not
MARCH 2019
Starboard is looking to continue its dominance in Asia, where it has a 75% market share. The launch of Costa Venezia this year will bring the total number of Starboard ships
Carnival Horizon includes the cruise line’s first Victoria’s Secret boutique.
TRBUSINESS 45
are committed to total ship integration and guest satisfaction at every touchpoint. “We love being part of such an
innovative industry that is always raising the bar.” «
The Le Vian jewellery line on Carnival Horizon.
“The transaction itself is not enough. Offering the right brands and products at great duty free value is key.”
Carrie Julier, Starboard Cruise Services
in the region to nine. These are the product of long-term partnerships with companies such as Costa Cruises, Dream Cruises and Royal Caribbean International.
Partnership approach Lifting the lid on these partnerships, Julier says Starboard works closely to achieve new retail success, based on the ships themselves, guest profiles and brand positioning. “It’s an extremely close
collaboration where we each challenge the other to be as original and distinctive as possible,” she tells TRBusiness. “The best partnerships are the
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ones based on respect and mutual goals. We want our cruise partners to be as engaged in retail as they are with other ship amenities. “It demonstrates that they
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