CRUISE: CARNIVAL CRUISE LINE
and Carnival Liberty are operated by Heinemann Americas. Carnival Spirit, operated
by Heinemann Asia Pacific in partnership with subsidiary Heinemann Australia, has recently undergone a full renovation. Heinemann says the ‘state-of-the-
art’ duty free store features a mixture of local and global brands, including Seafolly, Quay Australia, Swarovski, Swatch, Lacoste and Clinique aimed at Australian travellers. There will also be a particular
focus on cosmetics, liquor and local brands. Retail space across the four cruise
ships will span more than 1,220sq m in total and cover all categories apart from fine jewellery (this is run by Effy on all non-Starboard operated vessels). Two shops feature on Carnival
Liberty (299sq m), three on Carnival Fantasy and Carnival Ecstasy (249sq m), respectively, and one on Carnival Spirit (424sq m). “We are off to a very strong start,
renovating Carnival Spirit with them and are just about to embark on a full remodel of Carnival Liberty,” comments Butler. Butler says Carnival Cruise Line is
working on re-allocating the space on Liberty to introduce new brands and experiential concepts such as a beauty bar and tasting bar – similar to Horizon.
Long contracts pay off Remarkably, Carnival has renovated 15 of its ships in the past 24 months, including retail updates for Carnival Sensation, Carnival Elation, Carnival Conquest, Carnival Valor, Carnival Victory, Carnival Fascination and Carnival Paradise. Carnival Legend, meanwhile,
underwent a full refurbishment at the start of this year. Much like airports, multi-year
retail concession agreements are a necessity in cruise retail today. For Carnival Cruise Line, it
makes clear sense for investments and brand commitments in the long-term. “When we work with new brands
and ideas onboard, you need time to be successful,” explains Butler. “If we’re too short in the contract, it’s not beneficial for anyone.
OCTOBER 2018 Carnival Spirit set sail in June. Source: Tim Faircloth.
“We don’t always want to be negotiating new contracts so we can focus on the operation. Inevitably it (negotiation) is part of the business and now we have the multi-partner plan in place we’re very heads down in the operations. The brands need to feel that commitment from us at the same time.”
New vessels’ bidding Part of that commitment links to brands – and guests – buying into CCL’s onboard retail identity. This is heavily influenced by
due diligence, data gathering and knowledge, from idea inception to delivery. Butler says the line prioritises
three ways of gathering information: one-on-one interaction with guests via surveys; onboard focus groups gathering multiple guests, retail partners and members of Carnival’s shoreline team; and post- cruise surveys. He says engaging with non-buyers
is as important as speaking to those who enjoy purchasing onboard to gauge what the company could – and shouldn’t – do differently. Moving forward, Carnival Cruise
Line has further activity in its crosshairs; Carnival Inspiration, Sunshine, Triumph and the aforementioned Liberty are all undergoing full refurbishments in the coming year. The cruise line is also in the
process of finalising its latest vessels – Carnival Panorama and Carnival (code name) Project Excel, which launch in November 2019 and in
Guests can browse merchandise, sip champagne and take part in promotions at the Victoria's Secret boutique on Carnival Horizon.
TRBUSINESS 55
“When we work with new brands and ideas onboard, you need time to be successful. If we’re too short in the contract, it’s not beneficial for anyone.”
William Butler, Carnival Cruise Line
2020, respectively. Butler confirms to TRBusiness
that the firm is working through the retail bidding timeline for those vessels. “In the coming months, we’ll have
those decisions finalised,” he states. “We like to get in ahead of time as we evolve plans with the brands and space allocations onboard.” All current partners, including
Starboard and Harding Retail, will be invited to bid. It is safe to say that a number
of concession partners will be interested in these If Carnival Cruise Line’s evolving retail proposition is anything to go on. «
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