CRUISE: STARBOARD CRUISE SERVICES Unlock the full potential...
We were really the first on cruise ships in the 70s and that was a major reinvention for the company to go to sea. Over the years, Starboard brought in categories and products that people would enjoy, have fun with, and be compelled to purchase. About 10 years ago we put the
first Coach boutique onboard World Caribbean Oasis. From there, brands became a big deal. We started to woo brands and show them why cruise ships are a powerful place to be. I started first by accelerating that and it was a big early focus for me.
Prestige brands such as Michael Kors stake a high-profile claim on Carnival Horizon
“I’ve seen the Costa Smeralda plans and I’ve been blown away with the creativity and how the guests will feel onboard.”
Beth Neumann, CEO and President, Starboard Cruise Services
disarming for people to come onboard a ship and see Tiffany, Bulgari, Kiehl’s or Michael Kors – these boutiques that are beautiful. For the brands, we could create stunning space for them and that was critical. Plus, there are more passengers
the Caribbean and fewer than half the passengers are North American, so that creates an opportunity in itself. There are many cultures and people
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around the world who enjoy retail, especially when it comes to brands and luxury. China has become a huge part of our business. The Caribbean still remains important but you also see many international guests sailing in the Caribbean, which wasn’t the case previously. Secondly, mega ships enable stunning retail spaces. It really still is
reinvention at Starboard over the years and the latest one is a great leap, but important. As a 60-year old company to really continue to thrive and succeed you do have to change with people’s needs and desires. We started in Miami Airport before cruise ships were a big thing and before there was retail onboard.
plus 12 monthly print editions and the critically acclaimed TRBusiness Top 10 International Operators Report, please visit
www.trbusiness.com/subscriptions Costa Smeralda is expected to feature a stand-out retail offer. Source: Costa Cruises 52 TRBUSINESS
onboard so you are able to sell to people at every income level. Finally, cruise lines have differentiated themselves. Suddenly, something that was about renting space became critical for their strategy. That enabled us to take that next leap. I am amazed to see all the
CLIA estimates 28m people will cruise in 2018, however the average age of global ocean passengers in 2017 was 47. Does the cruise business need to do more to engage younger cruisers to help drive retail sales? My view is cruise lines appeal to very different demographics – 47 is an average. A big reality of cruise lines is these multi-generational celebrations where grandparents and grandchildren are on together. We find that we mutually appeal cross-generation. When you think about the
millennials we have really focused on customisation, personalisation and bringing meaning, whether that is around how product is made i.e. organic beauty, create your own flip- flops or make your own diamond ring. When it comes to make-your- own, we have a big partnership with Swarovski, which is unique and exclusive to us.
Starboard has a contract with Costa Cruises for its new Costa Smeralda. Tell us about your plans for that? From November 2017 to November 2018 we have five major ship launches: Celebrity Edge this year, then Costa Smeralda, Costa Venezia, Royal Caribbean Spectrum of the Seas and Norwegian Encore next year. I am so impressed with the next
level of experience they are bringing. It makes it even easier to design more specific retail. I’ve seen the Costa Smeralda
plans and I’ve been blown away with the creativity and how the guests will feel onboard. «
OCTOBER 2018
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