We Travel 2U Cruise

Friday, 17 July 2015

Staying on track and ahead of the curve

By Carrie Finley-Bajak
When it comes to social media strategy, it's not OK to turn on cruise control: If a reset is in order, take one. Granting yourself a do-over can actually refresh stale campaigns and force you to break bad habits. Here are some ways to keep your social media marketing on track for success.

Stay focused on your goals

It's easy to get caught up in the buzz when it comes to social media. While I enjoy learning about new trends in digital marketing, I have to remind myself to stay focused on growing my business.

Using Google Analytics, Facebook Insights and reports from social media analytics companies like Simply Measured helps me leverage data to identify opportunities and to optimize activities.

My overall goal is to use social media to get visitors to my website. Almost all of my social media updates and campaigns fit my keyword strategy, and if I am doing my job right, then promoting my brand yields a measurable increase in fans and followers and a rise in website traffic.

Besides building brand awareness and increasing a fan base, social media can be used as a tool for prospecting, lead qualification and customer service.

To get leads on social media, it takes time and a commitment to consistency. A steady stream of product announcements does not perform well on social networks. Instead, focus on showcasing expertise and experience. Use different types of content formats to capture attention.

Using supplier resources can be a time- saver and a way to get new ideas for what to post on social media.

Ken Muskat, executive vice president of sales, public relations and guest services at MSC Cruises USA and chairman of CLIA's Trade Relations Committee, reports that MSC Cruises continues to provide the most updated promotional tools on its agent website.

Within the marketing tools section is a social media tab offering ready-made tweets and Facebook updates based on the cruise line's latest news and promotions.

Grow with social media marketing

Social media messaging should include a robust mix of unique calls to action that drive visitors to click on links to your website, where visitors can subscribe to your mailing list or find a number to call for more information.

Make sure you have a system to monitor and track leads from social media.

Even social media-savvy agents with an established presence on social media need to keep abreast of current trends to remain relevant.

One of the key findings in the 2015 Social Media Marketing Industry Report published by Social Media Examiner was that marketers still value Facebook and even though a large number of respondents use Facebook, 68% want to learn more about it and 62% plan to increase Facebook activities.

If you are one of the estimated 40 million small businesses using Facebook to promote your brand and to connect with customers, fighting for attention is a constant challenge.

A lot of people are looking for creative ways to generate leads without paying for Facebook ads.

In an article posted on Forbes.com, social marketing consultant and writer Jayson DeMers wrote "50 Free Ways to Increase Your Facebook Page Likes."

Some of the highlights from Jason's article include the following tips:

Use images as a regular part of your Facebook content strategy.
Engage with other pages in your niche through leaving "thoughtful comments in response to other people's posts."
When leaving Facebook comments, post as your page rather than from your personal profile.

If your Facebook page has been on cruise control, go back and refresh the about section, and add relevant events and detailed descriptions to photos.

In Travel Weekly's Focus on Social Media article, there was a great example of an agent's Facebook page that can inspire you to revamp lackluster Facebook pages.

Jill LaBarre's page, Jill's Great Escapes, has incorporated all the elements that will increase the chance of getting leads. I am impressed by the "book now" call-to-action button that drives leads to her website as well as the use of custom tabs to get leads to "register to win a trip." Jill also has leveraged the events tab to highlight her upcoming trips -- three excellent examples of how to leverage Facebook.

Another Facebook feature that you might not know about is the ability to auto-schedule updates. This time-saver could be enormous help to agents who can set aside a few hours a week to schedule Facebook updates. Find out more at the Facebook Help Center.

Twitter is another social media platform that generates a lot of buzz. For travel sellers, Twitter is a good place to engage with suppliers, network with other agents and stay current on industry news.

There are ways to get leads on Twitter, but I would recommend getting comfortable with the platform before investing in Twitter ads.

I get that Twitter is not for everyone, but according to the Social Media Examiner survey, marketers indicated it as an area where survey responders planned to increase their use.

At a minimum, Twitter accounts should be established and a header image and description with a link to an agent's website should be set up.

There are many ways to use Twitter. For example, Travel Weekly hosts a live Twitter chat every month about trending topics in travel. We use the #TWchats hashtag to promote and engage with industry insiders, including agents, suppliers and influencers.

I would suggest getting started and using the list feature to help create customized streams specific to your niche. For example, create a list of your preferred suppliers to quickly see their posts.

The advanced search feature enables users to create custom searches based on keywords and variables like location.

Best in show

These are my favorite tweets from June's #TWchats about social media best practices within the travel industry:

Larry Pimentel admits to using social media to find "a unique luxe wellness lodge in #NewZealand called @SplitApple." The CEO of Azamara Club Cruises added in his tweet, "Travelers loved the experience. So did I."

Catherine Heeg: "I really like Pinterest as you can organize your photos and message boards and pins to clients."

Seiche Wave: "A great social media campaign stimulates dialogue, attracts new followers and increases new visitors to all associated sites."

Video

No conversation about social media marketing is complete without mention of video.

Whether an agent uses a smartphone, digital camera or expensive video recorders, we know that videos capture the attention of people on social media.

Anyone can set up a YouTube channel, and a lot of suppliers will give you permission to upload their content onto your agency's branded channel.
Instagram has a video-sharing feature as well as Vine, which can be easily shared on Twitter.
Facebook allows users to directly upload video. Pinterest allows users to "pin" videos, and your website should have a blog where you can easily embed videos to leverage content.

Wednesday, 15 July 2015

This Ship Now: Cunard Line's Queen Mary 2

Queen Mary 2

The golden age of Atlantic Ocean crossings recalls images of elegant ladies arriving with huge steamer trunks, filled with elegant gowns and jewels, for their journey by sea. The jet plane might have taken over most trans-Atlantic journeys of today, but that doesn't stop golden age-style romance and adventure from continuing onboard Cunard Line’s Queen Mary 2 (QM2). Fascinating displays of photographs, artwork and memorabilia remind QM2 guests of the line’s 175 years of service as they become a part of Cunard’s historic role in trans-Atlantic crossings.

QM2 is defined as an ocean liner rather than a cruise ship. And although a large percentage of its passengers are taking a leisure trip across the Atlantic, there are some who sail with the intention of relocating, accompanied by their life’s possessions and sometimes even their pets. Therefore, the QM2 carries a mix of passengers from many countries, celebrating significant occasions, moving to new homes and jobs or just enjoying a relaxed, civilized way to travel between North America and Europe.

On my June cruise, some first-time North American guests were intimidated by the stringent dress codes — three formal nights on a weeklong crossing, some with themes including a masquerade ball. Anyone wishing to be truly casual on a formal night is restricted to the Kings Court buffet restaurant and the Winter Garden. Those who attended the formal nights in the Britannia Restaurant, however, mingled with guests wearing everything from cocktail dresses to full black-tie attire.

The Britannia staff was exceptionally warm and accommodating, and the menu was an interesting mix of English classics with continental selections. At lunch and dinner, Canyon Ranch SpaClub selections are denoted with nutritional information, and the line aims to accommodate special dietary needs, from vegetarian to gluten-free.

Kings Court is plentiful and varied, too. Its table configuration, with screened nooks, creates intimate spaces, but it also produces a wandering clientele as they search for their table companions. The buffet is set up in a series of rooms, and it took some guests a day or two to discover the adjoining Chef’s Galley for healthy breakfasts and lunchtime burgers and sandwiches.

Many opted for the large Golden Lion Pub, where shepherd’s pie, a ploughman’s lunch and fish and chips provide English comfort food. Those who chose to pay the very reasonable a la carte rates at Todd English Restaurant enjoyed exquisite meals, which were beautifully presented and served.

Trans-Atlantic crossings without ports of call are very different from other voyages. Even in summer, the winds and chill of the open sea limit time spent on deck. So the 2,600-passenger QM2 — with the highest space to passenger ratio in the cruise industry — becomes the world to its passengers for a week. They swim in its enclosed pools, line up in the mornings for tickets to the planetarium and attend enrichment lectures, concerts and classes, which range from Internet techniques at the Apple Learning Centre to elaborate napkin folding. There are readings of plays by the Royal Academy of Dramatic Art, games of bridge, traditional afternoon tea, an outstanding library, movies, ballroom and Latin dancing classes, films and challenging trivia contests.

The Canyon Ranch SpaClub and fitness rooms deserve special mention — they are outstanding. Classes from stretch to yoga and Pilates are held in additional public rooms, but the areas designated for individual fitness are very well-equipped and in use from early morning until closing. The spa offers a broad range of treatments, including chiropractic sessions, acupuncture and noteworthy reflexology. The facilities include a marvelous steam room with mosaic-tiled individual recesses.

Accommodations are especially important during a crossing with no time spent on shore, and QM2 has choices from 157-square-foot inside cabins, some looking onto the atrium, to two-level Queens Grill duplex apartments, measuring up to 1,566 square feet. Two Grand Duplex suites offer 2,249-square feet of space, including individual kitchens and exercise equipment.

Spending a whole week onboard creates a special relationship between passengers and the ship. Both first-timers and passengers who cross every year tend to be proud of their part in the decades of maritime history QM2 represents.

Norwegian's specialty restaurants to go a la carte

Norwegian Cruise Line said most of its alternate dining venues will move to a la carte pricing rather than cover charges starting next year.

The line is introducing a la carte pricing on the Norwegian Escape, due in November, for three of its specialty restaurants that now have cover charges. In addition, it will also introduce a new dining concept.

The restaurants are La Cucina, Le Bistro, Cagney's Steakhouse and the new Bayamo by chef Jose Garces. At the same time, diners will be able to choose how many courses to order.

At Cagney's Steakhouse, starters on the new a la carte menu range from $4.99 to $7.95 and main courses from $17.99 to $29.99. Main courses at Le Bistro start at $15.99 and $12.99 at La Cucina.

Moderno Churrascaria and Teppanyaki will remain at a cover charge of $19.95 and $29.95 respectively, and entertainment dining will also stick with a single fee.

The new a la carte pricing will apply to Ocean Blue restaurants on the Norwegian Getaway and Breakaway starting Oct. 3. The plan will then go fleetwide in January.

Norwegian said anyone buying a specialty dining package will have access to all menu items at La Cucina, Le Bistro and Cagney's Steakhouse at no additional charge, while dining in Bayamo by Jose Garces will cost an extra $15.

Monday, 13 July 2015

Kate McCue named as the cruise industry’s first American female captain

BY DAVID FISKE, DIGITAL CONTENT EDITOR

Thanks to http://www.worldofcruising.co.uk/

Kate McCue has become the first American female captain in the cruise industry, taking the helm of Celebrity Cruises‘ Celebrity Summit.

A graduate of California State University’s the 37 year-old from San Francisco will captain the 91,000 gross ton cruise ship on itineraries sailing between the eastern United States and Bermuda. Most recently she was a Master Mariner with Royal Caribbean International.

As a captain she will be responsible for the safe navigation of the ship and the on-board experience of its 2,158 guests and 952 crew members.

McCue has 15 years of experience in the maritime industry, managing ship logistics while sailing worldwide itineraries, including Europe, Asia, Australia, the Caribbean, the Pacific Northwest and Alaska, and along the Panama Canal. She also served as a maritime leader while sailing several transatlantic and repositioning cruises.

This appointment is the latest in Celebrity Cruises’ aim of advancing the role of women in leadership. In January 2014 Jo Rzymowska became the UK Managing Director for the cruise line and in December 2014 Lisa Lutoff-Perlo was named President and CEO of Celebrity Cruises.

Lisa Lutoff-Perlo said “From the first time I met Kate, I looked forward to this moment, when I could extend my congratulations to her for being such a dynamic and highly respected leader who will continue to pave the way for women in the maritime industry. Of all the great moments throughout my career, this is at the top of my list. I am both honoured that Kate accepted this position, and proud of the way our team continues to transform the way people think about Celebrity, and about cruising in general.”

Kate McCue said “Becoming the first female American captain of a cruise ship has been a goal of mine for as long as I can remember. The honour is amplified by being the first at a company like Celebrity Cruises. The cruise industry is ever-evolving, from the ships and the itineraries, to our guests’ expectations for vacation experiences. Celebrity has a history of delivering on each of these and I am thrilled to be a part of it. I look forward to working with an amazing team and the exceptional leadership who bring the Celebrity Cruises vision to life every day.”

Captain Kate McCue will begin her new role on Celebrity Summit in August 2015.

There have been several female captains appointed in recent years. In May 2007 Royal Caribbean International appointed Karin Stahre-Janson as its first female captain. In April 2010 Sarah Breton became the first female captain of a cruise ship in Britain for P&O Cruises, and later in December Cunard appointed Inger Klein Olsen as captain of Queen Victoria.

(Photo credit to Celebrity Cruises)

P&O Cruises staff raise £25k for Macmillan healing garden

By Phil Davies

Charity fundraising by P&O Cruises has helped support the opening of a healing garden for people affected by cancer.

Staff raised £25,000 to rebuild the garden and create a space for people visiting the Macmillan Cancer Information Centre at Southampton General Hospital.

Funds were raised by activities such as a 65-mile walk around the Isle of Wight and coffee mornings throughout 2014.

The line’s staff, crew and passengers have raised more than £964,000 for Macmillan Cancer Support over two years.

Rachel Gascoigne, partnership manager at Macmillan, said, “Cancer treatment can be an exhausting and overwhelming time. Thanks to P&O Cruises this garden has been transformed and is now a tranquil place where people can come to take time out and relax together.

“A huge thanks to everyone at P&O Cruises for making this transformation possible, and for helping Macmillan to ensure that no one has to face cancer alone”.

P&O Cruises’ marketing director, Christopher Edgington, who officially opened the garden, said: “I’m immensely proud on behalf of everyone at P&O Cruises who helped to make this healing garden a reality.

“I’m delighted that the money we raised has contributed to services right here in our local community, which is a truly fantastic legacy for everyone involved in our partnership.”

Pleasant surprises at off-the-radar ports

By Tom Stieghorst

One of the pleasures of cruising is discovering places that aren’t necessarily on your radar.

In planning a land vacation, people naturally pick destinations and sights they’ve been pining to see. So, too, for cruising. But there are often ports on an itinerary that aren’t at the top of the list.

And sometimes you pick a cruise for the ship, not the destinations. That was the case with a recent cruise on the Anthem of the Seas, the newest ship from Royal Caribbean International.

After an April debut, the ship has been stationed in Europe this summer, doing mostly 14-night itineraries, which is a bit too long for my schedule.

One of the few seven-night itineraries featured several ports I would not have picked solely for the destinations. But the two ports in northern Spain — Gijon and Bilbao — were thoroughly enjoyable.

Gijon has a pleasant downtown. We stopped at a bakery for some early morning pastries, and for coffee at a tavern that had plenty of personality. We rode the bus to Oviedo, a bigger, inland town famed for its siderias, or cider restaurants.

In Bilbao, there’s far more see beyond its world-renowned Guggenheim Museum, including a chic financial district and a charming medieval old town.

Our third stop, Guernsey, a British dependency off the coast of Normandy, offered a scenic shore hike on a well-marked trail through an amazing diversity of foliage.

The final stop was in Le Havre, the French port at the mouth of the Seine River. Le Havre itself is not very picturesque, having been 80% destroyed in World War II. There were several excursions to Paris, but the prospect of a two-and-a-half-hour bus trip each way discouraged us from that option.

Instead, we took a taxi over the last bridge on the Seine to the town of Honfleur on the south bank of the river. The town is not much more than a harbor, a church and two main streets, but the harbor is quaint and lined with cafes, and the main streets had enough intriguing restaurants and shops to make me want to return.

I had never heard of Honfleur before. Thanks to my cruise I will be looking for an opportunity to go back.

Sunday, 12 July 2015

Majesty of the Seas to remain in Royal Caribbean fleet

Friday, 10 July 2015

Carnival's new Fathom brand to sail to Cuba

P&O Adonia to become Fathom

Carnival Corp.’s new Fathom brand has already received permission from the U.S. government to mount cruises to Cuba and it plans to start next year.

Fathom’s Cuba cruises are scheduled to begin in May 2016, a month after the brand launches its inaugural social-impact travel experiences in the Dominican Republic. Carnival said the U.S. Treasury and Commerce departments have signed off on the cruises, which will qualify for exceptions in the law that prevents general travel to Cuba by U.S. citizens.

“We are excited about receiving U.S. approval as the very important first step to ultimately take travelers to Cuba under the existing 12 criteria for authorized travel,” Carnival Corp. CEO Arnold Donald said in a statement. "We look forward to working with the Cuban authorities for their approval to help make the social, cultural and humanitarian exchanges between U.S. citizens and the people of Cuba a reality.”

Donald appeared on "CBS This Morning" on Tuesday to talk about cruising to Cuba.

The move is a major departure for Carnival Corp., which like other U.S.-based cruise lines has strictly avoided business dealings with the Castro government. The issue has been particularly sensitive in the large Cuban-American community in Miami, where Carnival and several other major cruise brands are headquartered.

Many Cubans in Miami emigrated there after the Communist-led coup in 1959, some emigrating after their businesses or properties were confiscated by the government and many leaving all of their possessions and property behind as they sought political refuge.

General travel to the island has been off-limits to Americans since a trade embargo enacted in the early 1960s.

The new diplomatic thaw with Cuba initiated by the Obama administration has several cruise lines seeking an opening for cruises to the island. Over the weekend, MSC Cruises, based in Geneva, Switzerland, said it will begin weekly seasonal cruises from Havana on its 2,106-passenger MSC Opera in December.

In the Dominican Republic, Fathom has identified two domestic organizations that are doing social-improvement projects already in the country. Carnival’s announcement didn’t say who it would work with in Cuba, or whether the organizations would be affiliated with the Cuban government.

However, the Carnival statement said one of its partners in the Dominican Republic, the Instituto Dominicano de Desarrollo Integral, would be interested in partnering with Fathom in Cuba.

“IDDI has longstanding relationships in Cuba and more than a decade of experience working on the ground side-by-side with local officials to make a positive impact in Cuban communities,” IDDI founder and executive director David Luther said.

Carnival said prices for a seven-day Cuban itinerary will start at $2,990 per person, more than triple the cost of a typical seven-day Caribbean cruise from Miami on its flagship Carnival Cruise Line brand. It said the price includes onboard social-impact immersion experiences and on-the-ground cultural immersion activities, but excludes taxes, port charges and other fees.

Tara Russell, president of Fathom and global impact lead for Carnival Corp., said she was incredibly excited by the potential for expanding the brand’s mission to Cuba.

"We are looking forward to building what we intend to be a beautiful and lasting friendship with the Cuban people,” she said.

MSC to suspend Tunisia calls for winter season

MSC Cruises said the recent declaration of a state of emergency in Tunisia has led it to suspend calls there for the 2015-16 winter season.

The line said its previously scheduled calls at La Goulette from Nov. 15 to April 23 on the MSC Prezisosa will be replaced by calls in Malta.

The MSC Magnifica and MSC Poesia during their voyages from Venice to Santos in Brazil and Buenos Aires in Argentina, respectively, in November and December 2015 will spend a full day in Alicante, Spain, instead of La Goulette/Tunis, MSC said.

Authorities in Tunisia declared the state of emergency after two terrorist attacks on tourists there in the past four months.

Scenic creates new itineraries for 2016

Scenic is introducing several new river cruise itineraries for 2016, including a new route on the Danube, a longer combined France cruise and an extended 21-day Christmas Markets cruise bookended by Paris and Prague.

Starting next year, Scenic will begin sailing an 8-day Iconic Danube river cruise from Passau, Germany to Budapest, Hungary, which will begin with a pre-cruise stay in Munich. The cruise will go from Passau to the Austrian cities of Salzburg and Vienna and will finish in Budapest.

The 21-day Christmas Markets cruise will begin with three nights in Paris at the Marriott Opera Ambassador, and will include guided excursions of the Louvre and Eiffel Tower. Other highlights include the German cities of Wurzburg, Freudenberg and Nuremberg, as well as Vienna. The itinerary concludes with three nights at the Prague Marriott hotel.

Additionally, Scenic has combined its Gems of the Seine and Breathtaking Bordeaux cruises to create a 21-day itinerary that combines Paris and the Seine with France’s Bordeaux region.

With the launch of two new vessels this year, the 169-passenger Scenic Opal and Scenic Jasper, Scenic’s European fleet consists of 12 vessels.

For solo river cruisers, strength in numbers

By Michelle Baran

In the past, passengers traveling alone were often seen as a bit of a liability — one passenger in one stateroom is definitely much less financially viable than filling ships with two people in each cabin.

Enter the single supplement, that nagging fee that solo travelers often have to pay to compensate for their economic inefficiency, which can cost as much as double the per-person cost of two people traveling together in one cabin. It is an unfortunate, but often necessary, single traveler tax.

But one by one, as the number of solo river cruisers continues to increase and as river cruise capacity balloons creating greater competition between the river cruise lines, solo passengers’ cumulative buying power is beginning to hold some sway, and river cruise companies are responding by adding more departures with waived single supplements.

“It is extremely important that we continue offering programs specifically for solo travelers … without any additional costs or sacrifice,” said Kristin Karst, executive vice president of AmaWaterways, which recently announced that it will now have a limited number of base category (lower deck, category D and E cabins, which range from 160 to 170 square feet and have a fixed window), double-occupancy staterooms with no single supplement available on all of its 2015 and 2016 sailings. “We continue to see high demand in this fast-growing market.”

Additionally, Ama has four vessels that have two single cabins onboard with French balconies, and two vessels that have one single cabin with a fixed window onboard, all of which are 140-square-foot cabins with one twin bed.

Other river cruise lines have been increasing their offers for solo travelers as well.

Uniworld, which says that 10% of its customer base is made up of solo travelers, currently waives the single supplement on more than 80 departures — 54 in 2015 and 29 in 2016 — including on river cruises on the Rhine and Danube as well as in France, Italy and Russia. Uniworld’s waived single supplement offers are inventory controlled and as such, availability changes throughout the season.

Thus far, 20% of Uniworld’s 2015 Europe sailings had or will have a waived single supplement offer. These offers are not available for suites, but is otherwise not restricted to specific cabin categories.

For 2015, Tauck eliminated the single supplement on its lower deck, Category 1 cabins on its ships in Europe, something the company has been doing since 2013. While the program itself isn’t new, each year Tauck continues to sell out of the Category 1 cabins for solo travelers despite the fact that the company’s fleet has grown by 75% (from four ships to seven) since 2013.

In addition, Tauck this year reduced the single supplement by up to $1,000 for solo travelers booking Category 4 and 5 cabins on 37 departures of 15 different river cruise itineraries.

Avalon Waterways, Scenic and Emerald Waterways all feature reduced and waived single supplements for solo travelers as well.

So, wave your lone traveler flag high and proud, solos! It would appear you are no longer a liability but rather a hot commodity, and river cruise lines with their ever growing number of cabins to fill are vying for your business, one solo traveler at a time.

Monday, 6 July 2015

Oceania touts new O Life incentives

Oceania Cruises is consolidating and expanding its early booking incentives programs under a new name, O Life Advantage.

“The O Life Advantage is a dramatic shift in the way to go to market,” said Jason Montague, Oceania’s president and CEO.

Oceania has previously had incentives to encourage early bookings at favorable prices, but some sailings were excluded and programs varied in exact benefits, Montague said.

The new, streamlined program is being offered on the 2016 summer season on veranda cabins and above for bookings made by Sept. 30.

In addition to being more comprehensive, the O Life package of incentives includes a more robust offering of free shore excursions. O Life provides three free excursions per person on sailings up to nine days, four free excursions on journeys of between 10 and 13 days, and five free excursions on itineraries of 14 days or more.

Prepaid gratuities and complimentary Internet are also part of the offer.

Montague said bookings for the summer 2016 season opened in March. With the addition of O Life benefits starting July 6, prices will rise about $300 per person, he said.

Guests who are already booked and who qualify for O Life benefits can either rebook at the higher rate or stick with the more basic cruise, he said.

Montague said agents will benefit from selling the more-inclusive O Life program because more of what would be onboard spending is bundled into Oceania’s commissionable fare

“It gives them the ability to earn commissions on a good price point,” Montague said.

The details will also be easier to remember than the current lineup of incentive programs, he said.

Cunard's Queen Mary 2 embarks on historic transatlantic crossing

By Phil Davies

Cunard flagship Queen Mary 2 departed on the line’s first transatlantic crossing from Liverpool for the first time in almost 50 years at the weekend.

Saturday’s sailing marked the 175th anniversary of the line’s first scheduled service to the US.

Queen Mary 2’s special crossing from Liverpool to Halifax and Boston is recreating the first voyage.

A total of 400 passengers joined the ship in Liverpool to make the crossing.

This was the first time that passengers have set out on a transatlantic voyage from Liverpool since Cunard’s Franconia’s last crossing from the city in 1968.

Cunard marketing director, Angus Struthers, said: “It’s just six weeks since the Three Queens Liverpool Salute made news around the world and the city has once again given Cunard the warmest of welcomes.

“The atmosphere in the city is still amazing and the support for Queen Mary 2 has been fantastic on this, the exact day that Cunard’s first ship set out on her maiden crossing from Liverpool, 175 years ago.

“Today has also been the first time in nearly 50 years that we’ve been able to welcome transatlantic passengers aboard in Liverpool and those 400 people have each made a little bit of history.

“This has been such an extraordinary year for Cunard but it has been the strength of the partnership with Liverpool, our ‘spiritual home’ which has made our 175th anniversary so special.”

Thursday, 2 July 2015

Celebrity Cruises to go mainly with bundle pricing

Celebrity Cruises is set to roll out a permanent change to its pricing structure, starting July 6.

The new system builds on Celebrity's 123Go! promotion, which offers a menu of perquisites, such as free gratuities, beverage packages or an onboard spending credit.

The pricing structure, to be called Go!Big, Go!Better, Go!Best, adopts the rhythm and language of the 123Go! promotion, but Celebrity is emphasizing that it is not a temporary campaign.

The structure will be applied to nearly all inventory from Oct. 1, 2015, through April 2017, the most distant announced deployments.

Celebrity began describing the new structure to agents in a series of webinars that started on June 27.

Guests can choose among four perquisites: a Classic beverage package, free gratuities, unlimited internet or a $150-per-person spending credit. All oceanview, balcony and suite accommodations will be priced at minimum with the choice of one perquisite built in.

In effect, cruise-only pricing at Celebrity will be eliminated, except for inside cabins.

A Go!Big price includes a choice of one option, while Go!Better includes a choice of two. Go!Best provides all four, and substitutes a Premium beverage package for the Classic package.

Celebrity said that the Go!Best option makes it the first premium segment cruise line to provide all-inclusive pricing. Although a shore excursion is not included, as it is with some all-inclusive luxury cruise products, the onboard credit can be applied to excursions, Celebrity said.

As with 123Go!, a buyer of a bundled fare that has a third or fourth guest in their cabin will receive nonalcoholic drink packages and 90 minutes of free Internet for those guests, Celebrity said.

The new pricing will not apply to Celebrity's Xpedition ship or to transatlantic and transpacific crossings.

By bundling the non commissionable items into the standard fare, Celebrity is effectively raising the commissions that travel agents can earn selling most Celebrity cabin categories.

It said the structure is also good for consumers because buying the perquisites separately would cost more than the bundle.

Celebrity said that with the introduction of the Go!Big, Go!Better, Go!Best pricing structure, the 123Go! promotion launched in 2013 will be retired.

Donra Ritzenthaler, Celebrity's senior vice president for sales, trade sales and service, said the new pricing was more than two years in the making. Among the internal debates was whether it should be rolled out as a promotion or brand strategy.

In the end, the line’s CEO, Lisa Lutoff-Perlo, said “the team was aligned” on a pricing strategy. “We wanted to raise the bar.”

Ritzenthaler and Lutoff-Perlo tested the waters with the concept by giving a sneak peak of the strategy to large accounts early last month.

Upon hearing the plan, World Travel Holdings co-president Brad Tolkin said he liked the “crisp and clean” simplicity of it.

“Are specialty restaurants over and above [the price of the cruise]?” he asked.

“Yes,” Lutoff-Perlo responded. “But the onboard credits would get that covered.”

“We needed to completely change what’s going on,” Ritzethaler told Tolkin. “Our guiding principles were to give consumers ultimate choice, raise APDs (average per diems) and make it easy.”

When the strategy was outlined to him, Vacations To Go president Emerson Hankamer said he felt it was “a very strong, proactive thing for the trade.”

Although his company focuses on attracting consumers with the prospect of low prices, he understands the attraction of value-adds, even when they represent an alternative to lowering prices.

“If you load up with amenities but the price is high, you’ll get a higher-quality customer who spends more,” he said.

Silversea orders ship to be delivered in 2017

Silversea said the new Silver Muse will become its flagship vessel.

Silversea Cruises has ordered a 596-passenger ship from Fincantieri that the luxury line is calling its new flagship vessel.

To be called Silver Muse, the 40,000-gross-ton ship is expected to be delivered in the spring of 2017. It will be Silversea's largest ship and the ninth in its fleet.

"This ship contributes to our ambitious growth plans that will ensure our continued leadership in ultra-luxury cruising,” Silversea CEO Enzo Visone said in a statement.

Silversea’s most recent new ship is the 540-passenger Silver Spirit, delivered in December 2009. It has acquired several small expedition-style ships since then. Silversea said additional specifications and details of the new ship would be announced in the near future.

Seabourn, Regent Seven Seas Cruises and Crystal Cruises are among the luxury lines with new ships in the works.

Norwegian Cruise Line and Nickelodeon part ways

Norwegian Cruise Line said its partnership with Nickelodeon won’t be renewed when it expires at the end of the year.

Nickelodeon characters such as SpongeBob Square Pants and Dora the Explorer have been on select Norwegian ships for the past three years.

“These experiences will not appear on Norwegian Escape and on Norwegian Epic as of October 2015 and on the remaining four ships beginning in January 2016,” the statement said.

In some cases, Norwegian will have to dismantle fixtures, such as the SpongeBob characters that decorate its water play parks. There have also been Nickelodeon character meet-and-greets, a poolside show, an arts and crafts experience and a Nickelodeon-themed Pajama Jam Breakfast.

Norwegian said it will continue to make investments “to further elevate our family programming” on its ships.