The cruise industry should consider putting value as part of its core messaging to better take on the hotel industry, delegates were told at the 2019 CLIA Cruise Forum.

In recent months many lines have focused on unique shore excursions, the idea of authentic travel and the much-lauded concept of ‘only unpacking once’.

While these have been acknowledged as effective tools in the battle to reach more consumers, including the new-to-cruise market, the forum, held before the annual CLIA Winter Ball, heard from a range of speakers, including Holland America Line & Seabourn UK MD, Lynn Narraway, who stated that as part of efforts to expand industry reach in 2020, “maybe now is the time to put value back into industry messaging”.

“[We know] cruising is such good value, [but] it’s about how we get that message across and go up against the hotel industry.”

Oceania Cruises SVP and MD Bernie Carter added: “This year has seen a real drive in value for money. I think it’s more about inclusion, too. We can send out a message about how much we include in the price.

“We’re now coming into a more stable time so we will be able to drive harder with that.”

Future ambassadors 

A key trend at present is the growth in family travel and those taking a multi-generational cruise. Marella Cruises MD Chris Hackney said: “We’ve seen more multi gen bookings over the past few years and we’ve invested in cabins, for example we have games consoles in some rooms. We’ve also focused some entertainment options for families.”

Narraway also added that getting children on board at an early age helps to create the next generation of cruise industry ambassadors.

“Children are great ambassadors for the industry,” she said. “If you get them on ships, they become the ambassadors for the future. Everyone knows the value of all being together, as one. It’s such a valuable thing as a family.”

As for the millennial market – another very popular point of discussion at industry events – delegates were urged not to focus solely on the age of a customer.

Celebrity Cruises UK, Ireland & APAC MD Jo Rzymowska said: “I think we get a bit obsessed with age – it’s more about mindset. Are we going to get ships full, 365 days a year, with millennials on board? No, we aren’t.”

And, as Narraway explained: “Don’t forget – we are an ageing population. There’s plenty of opportunity in that sector, too.”