LEADING ASPAC OPERATORS: STARBOARD CRUISE SERVICES


Starboard: Cruise industry to rebound, but will look different


While cruise ships across the world are anchored due to the coronavirus, Starboard Cruise Services has not taken its hands off the wheel as it uses the pause to contemplate reinventing retail on resumption. Luke Barras-Hill reports.


T


he coronavirus (Covid-19) has inflicted notable pain on the cruise industry,


as global travel and tourism markets reel from border closures, country-wide lockdowns, grounded flights and enforced social distancing procedures. Docked and quarantined ships


are a familiar sight; the situation has not been helped by mass hysteria associated with the spread of the infection on vessels such as Holland America’s Zaandam, Coral Princess and Disney Wonder in recent months. The US Centers for Disease


Control and Prevention extended the country’s ‘No Sail Order’ on 9 April following an initial issuance on 14 March. Cruise Lines International


Association had announced on 13 March that its members would voluntarily and temporarily suspend cruise ship operations after the World Health Organization declared Covid-19 a pandemic. Unsurprisingly, the safety and


wellbeing of shoreside and onboard teams remains paramount for Miami-headquartered Starboard Cruise Services and Onboard Media. President and CEO Lisa Bauer tells


TRBusiness that efforts to repatriate members of the onboard teams has been a challenge with ports and airports closed. Uncertainty clouds any timescale


for the resumption of global cruise itineraries. With shops closed at sea, Bauer says the company is using time under lockdown to mould positions in anticipation of the recovery. Plans are in motion to foster a


deeper understanding of Starboard Cruise Services’ different cruise customers and brands, while refining strategic objectives.


MAY 2020 Starboard


Prior to the onset of Covid-19, undertook


reorganisation of the business focused around dedicated account teams to serve customers such Royal Caribbean International, Dream Cruises, Crystal Cruises, Silversea, Celebrity Cruises and Norwegian Cruise Line.


‘Customer centricity’ is key “We’re really spending the time examining our inventory and thinking about what our restart plans look like,” says Bauer. “Customer centricity is so incredibly important and we’ve been thinking about how we can truly reinvent the retail experience. “I am very confident that the


cruise industry will rebound; I do believe it is going to be fundamentally different in the near to medium-term.” Bauer says the lack of initial full-


guest capacity on cruises represents an opportunity, with extra room available to trial pop-up experiences and exploit so-called ‘white space’ to test and innovate, while gauging


a


what resonates for consumers. “I believe there will be an even


bigger emphasis on sustainability in products and health and wellness, so we are very closely watching what is happening with different trends,” she adds. Starboard Cruise Services has


deployed a Covid-19 website offering updates on cruise lines, frequently asked questions and information on employee assistance programmes and creative content, The company is also drawing


on its envious access to brands, talent, leadership teams, taskforce groups and global insights via parent company LVMH Moët Hennessy Louis Vuitton, which is also providing financial support. «


“We’re really spending the time examining our inventory and thinking about what our restart plans look like.”


Lisa Bauer, President and CEO, Starboard Cruise Services


TRBUSINESS 47


Above Left XXXX.


Above: Bulgari boutique onboard Norwegian Encore.


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