Norwegian Cruise Line and Avis Budget sign marketing deal

By Tom Stieghorst

Avis Budget Group and Norwegian Cruise Line said they’ve signed a multiyear marketing agreement that will make Avis Budget part of pre-cruise tour packages for Norwegian Getaway, the line’s newest ship.

The packages will be available to guests and travel agents through Norwegian’s call center.

Information about the Avis and Budget car rental brands will be featured in Norwegian's electronic marketing channels, while Norwegian Cruise Line will be featured in communications to Avis and Budget customers.

Norwegian Getaway is scheduled to begin cruises from Miami in February. 

Celebrity Cruises revamps loyalty program

By Tom Stieghorst

Celebrity Cruises has overhauled its  loyalty program, making it easier to earn additional perks and adding two elite levels to give top-tier members more to aspire to.

Celebrity is sending notifications to members of the club, which the cruise line says has about 2 million active participants.

David Brown, Celebrity’s marketing vice president in charge of the program, said guests had been asking for more in the program, which until now has had just four benefit levels.

“We wanted to recognize those guests who sailed frequently with us and kept sailing with us,” Brown said.

The previous structure was based on the number of sailings a member accumulates. So, for example, it took 10 credits to reach Elite status. Credits could be earned by taking a cruise, staying in a concierge-level suite or taking a sailing of 12 nights or more.

Going forward, the system will change to one based on cabin category, multiplied by cruise nights. So an interior cabin will earn two points, while a penthouse suite is worth 18 points.

The difference on a seven-night cruise would be 14 points vs. 126 points.

“So you can see there’s a dramatic difference based on the type of room,” Brown said.

At the same time, Celebrity is adding two more tiers, Elite Plus and Zenith, which will require more points and provide more perks. Some existing Elite members will automatically be enrolled in Elite Plus.

“We’re going to have a lot of people excited because they’re in that new level,” Brown said.

Very few members will graduate initially to Zenith, however.

“It’s not going to be easy to get to that level,” he said. “The point structures are clear. If you sail in a suite-level category for a certain amount of time, it is achievable.”

Elite status will require 300 points, Elite Plus 750 points, and Zenith will start at 3,000 points. Perks at the Zenith level include laundry service and 1,600 Internet minutes.

Celebrity studied changes in other loyalty programs before redesigning Captain’s Club. An important point, Brown said, is that no one will go backward in status as the points system changes.

There will also be no fees in the program, and points will never expire. Elite members will have lapel pins and leather luggage tags delivered to their homes starting this week.

Brown said the new system is more finely calibrated so that it’s easier to see how to get to the next level, and easier to change status by staying in a higher-level accommodation.

“It’s a really easy structure for somebody to say, if I book a little higher category of room, I’m going to increase the points for the sailing,” Brown said.

Status level in Captain’s Club will be indicated by Sea Pass card color, with Zenith members getting black cards; Elite Plus members’ cards will be burgundy.

Celebrity tested a new lounge on Infinity separate from the Captain’s Club lounge for Zenith members and high-level cabin occupants. Brown said it would begin opening the lounges on other ships next year. 

Technology and the shipboard library

By Tom Stieghorst

The ship’s library has always been a small but special part of the cruise experience. But for how much longer?  

The library at sea, like libraries everywhere, is under siege by changing technology. And whether ships need to set aside space for libraries in the future is very much being debated as new ships are designed.

Carnival cruise director and blogger extraordinaire John Heald said in a recent posting that the library on the recent transatlantic crossing of the Carnival Legend was full of books.   

"One thing all those transatlantic crossings had in common was that the library, by the end of the first sea day, sat entirely empty," Heald wrote. “Here on the Carnival Legend, the bookcases are full.

"Yep, the book is dead, long live the Kindle. Every deck I walk on, I see young and old reading their Kindles."

Even on an ocean crossing with presumably few younger, tech-savvy passengers on the manifest, the library remains fully stocked, Heald said: “Wherever I am, I see older people and their parents absorbed in their Kindles.”

Perhaps that’s just Carnival. Maybe the magnificent libraries on the Cunard Line fleet have emptier shelves on their Atlantic trips. But on most ships where space is at a premium, the library is an endangered species.

At the next major drydock nothing prevents a ship’s library from being converted to some other use. Heald suggested perhaps a cigar bar (a suggestion likely made for for comic effect, but maybe not.)

The trend is on display on Carnival Sunshine, the ship Carnival renovated from stem to stern earlier this year. While the library wasn’t eliminated or converted to another use, it now shares space with a bar.
Carnival is in the process of designing the next ship to set sail under its red and blue banner, the Carnival Vista. With Kindles in the hands of passengers young and old, it may well be the first Carnival ship without a library.

In his post Heald referred to a bookstore in Miami that he said was possibly a Borders, which he liked to visit when he comes to Miami. “It would not surprise me that, when I return there in November, it’s become a Walgreens or worse, a gym,” he wrote.

If in fact it was a Borders, it closed two years ago, along with the rest of the chain’s stores.  The Borders on South Dixie Highway in Miami reopened last week as a Trader Joe’s specialty market. 

At least it’s not a gym.

Royal Caribbean 'could base Oasis-class ship in Mediterranean'

By Jane Archer 

Royal Caribbean International has refused to rule out basing one of its mega Oasis-class ships in the Mediterranean when a third vessel launches in 2016.

The line's president and chief executive officer Adam Goldstein refused to discuss plans for the new vessel, dubbed Oasis 3, but said the cruise line was ‘pleasantly surprised’ by the reaction to Oasis of the Seas’ micro-season in the Mediterranean next autumn.

Oasis, which holds 6,400 passengers when full, will be operating two five-night cruises from Barcelona and a seven-night voyage from the Spanish port to Rotterdam in September 2014. It will be the first time an Oasis-class ship has sailed in Europe.

Oasis returns to Port Everglades in Florida on a 13-night cruise from Rotterdam on October 14, also embarking passengers at Southampton on October 15.

Speaking today at a steel-cutting ceremony for Oasis 3 at the STX Europe shipyard in St Nazaire, France, Goldstein said bringing Oasis to Europe had been an ‘experiment’ but demand had been ‘quite promising’.

He added: “We always felt demand would be high but we needed to do it in real life to be sure. We are offering attractive itineraries so we already feel we have the ports we need for Oasis to operate in Europe.”

Because of its size, Oasis will fit into a limited number of ports. The five-night Mediterranean cruises will call at Civitavecchia (for Rome) and Naples, while the seven-night voyage to Rotterdam stops at Malaga and Vigo in Spain. Goldstein confirmed 2015-16 itineraries would be revealed in early 2014.

The keel for Oasis 3 will be laid at the end of April 2014, with delivery set for spring 2016. The 227,700-ton ship will hold 6,360 passengers when full.

Royal Caribbean Cruises chairman and chief executive officer Richard Fain refused to comment on planned features but said the new ship will be ‘fundamentally’ the same as Oasis and Allure of the Seas.

It will be the biggest cruise ship built at STX’s St Nazaire shipyard, where Queen Mary 2 was built a decade ago.

Behind the scenes, creating a new river cruise

By Michelle Baran

I'm not on your traditional river cruise. And I don't just say that because I’m sailing along India’s Ganges River, a waterway that generally conjures up images of people bathing in its brown waters and of spiritual ceremonies along its banks, not a of luxury river cruiser gliding past its shores.

The cruise I'm on is unusual because it is an inspection cruise for Haimark Ltd.’s 56-passenger Ganges Voyager, slated to set sail here in 2015. A group of representatives from various river cruise and tour companies are scouting the experience using the slightly older 56-passenger Bengal Ganga, operated by Indian company Heritage Cruises. 

Consequently, I’m getting a rare glimpse into the world of river cruise product development. Representatives from Uniworld Boutique River Cruise Collection, Scenic Cruises and Travel Indochina are here to see what Haimark could offer their clients in terms of land experiences and food and beverage, Since the hardware is still being built, they can’t experience the new ship, but Haimark has brought its culinary director onboard to produce the exact menus that would be served on the Ganges Voyager, and the itinerary we are sailing is the exact itinerary the Ganges Voyager will sail in 2015.

The result is an evolving dialogue about what Western visitors might want and expect from a cruise in India. The hope is that a river cruise vessel with upscale accommodations and a first-class culinary experience (minimizing the risk of severe stomach issues India is notorious for), coupled with the rich culture and history of West Bengal will appeal to river-cruise veterans who are looking to extend their experience in Europe or Asia to another destination.

What is interesting is the nonstop discussions on the passenger experience: Is there a better way to see Kolkata than through the windows of a tour bus? Is it better to visit Delhi at the end of the trip when travelers are more rested? Are there different interactive experiences or onboard lectures and classes that could enhance the learning opportunities?

Some of it is guesswork, and some of the ideas are developed from experience and feedback gathered from river cruises and tours elsewhere in the world.

Do people want to see poverty in India? Well, that’s part of the India experience, right? How much Indian food versus Western food should be on the menu? Well, there should be a bit of both on offer, right?
 

It’s an evolving process, but getting a behind-the-scenes look at the amount of thought and effort that goes into the product development offers, at the very least, a certain degree of confidence that planning and executing an itinerary is not something that is taken lightly. It’s an intense and difficult task, and I've gained additional respect for it now that I've gotten to witness it firsthand.

Sunsail rebrand to broaden appeal

By Phil Davies

Yachting specialist Sunsail is seeking to encourage more holidaymakers onto the water with a brand revamp.

The new brand identity is being unveiled this week in an effort to appeal to a wider customer base.

Research by the Tui-owned operator found that potential customers find it difficult to engage in sailing holidays due to a long list of perceived barriers to entry – it’s expensive, it’s too hard, it takes too long to learn, it’s cramped and uncomfortable and it’s “not for me”.

The company’s priority is to cater for the needs of ‘new to sailing’ consumers by helping them to more easily discover and experience the range of activities and holiday options available in destinations.

Sunsail provides a fleet of more than 800 yachts in 27 locations worldwide and runs a Beach Club in the Mediterranean.

The new brand identity reflects that “whoever has an experience with Sunsail has a sense of personal fulfillment,” the company said.

Head of global marketing Simon Conder said: “It is important that Sunsail retains its established values but at the same time develops a new and modern identity.

“The rebranding exercise will ensure that we get the right message out there. We feel it’s important to let people know what Sunsail stands for and ultimately make it easier for our current and potential clients to choose our brand and products.

“The brand identity now reflects and supports the leading position and landscape for Sunsail.

“Sunsail shares with its customers an incredible enthusiasm for sailing and its holidays offer zest, vitality and, above all, fun for all”.

Prices start at £399 per person for a seven-night Beach Club holiday on a half board basis at Sunsail Club Vounaki in Greece including flights from Gatwick, transfers and watersports.