PREMIUM cruise brand Celebrity Cruises is upping its focus on the Asian market with the formation of a dedicated team to court the region’s affluent customers.
Celebrity Cruises president and CEO, Michael Bayley, said: “There is a high percentage of affluent travellers in (Asia-Pacific) who are eager for more premium cruise options.
“This will give our brand greater visibility, and our travel partners can expect more attention and support.”
Based in Singapore, the new team of three is headed by Celebrity Cruises’ Asia-Pacific commercial director, Kelvin Tan, who was previously regional director at the brand’s parent company Royal Caribbean Cruises. Besides overseeing Celebrity’s commercial, sales and marketing activities in the region, he will also provide trade support.
Tan explained that there had been little focus on the Asia market up until now, although the brand is well known in Japan, Hong Kong, India and Singapore.
“We have already established markets in many countries, but China is a newer market and this is where there are a lot of affluent consumers,” he said, adding that new markets for the fly-cruise business would be targeted.
According to Tan, there will be a “layer by layer” approach in China, where the initial focus will be on first-tier cities like Beijing, Shanghai and Hangzhou, before moving on to second-tier ones like Wuhan and Xiamen.
Celebrity kicked off its inaugural season in Asia last December with the 2,158-guest Celebrity Millennium at Marina Bay Cruise Centre Singapore. (TTG Asia e-Daily December 10, 2012)
Celebrity Millennium’s second consecutive Asian season will commence in December from Singapore and Hong Kong. In addition, Celebrity Century will begin her first Asia season in January 2015 from Singapore and Yokohama.
