Sailing into new horizons

For increasingly sophisticated Asian travellers, the lure of far-flung destinations has never been greater. We look at what’s hot and how travel experts can sell longhaul cruises more effectively

22_aug_cruise-line
From left: Celebrity Solstice sails week-long cruises to Alaska; the pool deck on Oceania Cruises’ Insignia, which recently underwent a multimillion bow-to-stern refurbishment 

Norwegian Cruise Line
Michael Goh, senior vice president – sales

How has the Asian demand for longhaul cruises grown? What’s driving it?
Sales for Norwegian Cruise Line’s (NCL) cruises by mid-2014 had exceeded the whole of 2013, which was more than double that of 2011. This demand is driven by growing affluence in Asia-Pacific.

Our main target is the rising mass middle class with high disposable income from Singapore, Malaysia, Australia, Japan, India and China.

Which destinations are hot?
Asian holidaymakers are becoming sophisticated travellers eager to experience destination-centric longhaul cruises. Popular destinations include the ice glaciers and wildlife of Alaska, new cities in Europe, and UNESCO World Heritage Sites in the Mediterranean and Caribbean.

Any new longhaul product offerings?
NCL guests can indulge in three new dedicated seafood venues by celebrity chef Geoffrey Zakarian on Norwegian Breakaway, and Carlo’s Bake Shop by TLC’s Cake Boss star and master baker Buddy Valastro on both Norwegian Getaway and Norwegian Breakaway.

Activities include the Aqua Park waterslides (featured on this issue’s cover), elevated rope course, Wii Wall, and interaction with Nickelodeon characters like SpongeBob SquarePants.

Entertainment offerings include Blue Man Group performances, Broadway hit musical Rock of Ages and Illusionarium’s Cirque Dreams & Jungle Fantasy dinner show on Norwegian Breakaway, and fireworks display on Norwegian Getaway.

How are cruise prices like?
NCL’s fly-cruise packages have become value-for-money due to excellent flight connectivity and dynamic rates. For example, a seven-day Western Mediterranean Cruise from Barcelona on Norwegian Epic starts from US$649, a seven-day Alaska Cruise from Seattle/Whittier/Vancouver on Norwegian Jewel/
Pearl/Sun starts from US$499 and a seven-day Hawaii Inter-Island Cruise from Honolulu on Pride of America starts from US$899.

What do travel agencies need to know to sell longhaul cruises better?
A consortium of travel specialists has been formed to offer a one-stop service to procure comprehensive NCL fly-cruise packages at preferential rates for their clients. Consortium members are provided regular training and the latest NCL information such as seasonal ship deployments, new entertainment and culinary options, and recreational facilities.

 

Princess Cruises
Farriek Tawfik, director of South-east Asia 

How has the Asian demand for longhaul cruises grown? What’s driving it?
We are seeing significant growth in longhaul cruise bookings especially for our Alaska, Mediterranean and Scandinavia itineraries among South-east Asian cruise customers. Our guests are usually middle-class, middle-aged experienced cruisers who prefer longhaul trips.

The increase in enquiries and bookings could be attributed to the booming consumer market and increase in purchasing power of the Asian middle class. Travel consultants are also becoming better educated in marketing cruise products, e.g. our consultants are trained to sell itineraries to different target segments through Princess Academy.

Other factors are the region’s increased capacity to handle larger and more ships, plus greater awareness of cruising due to trade shows, media coverage and the government’s publicity efforts.

Which destinations are hot?
High in demand are our Alaska itineraries, which include a season of seven-day voyages on Grand Princess and Crown Princess. Also popular is our Scandinavia and Russia itinerary featuring 11-day sailings on Royal Princess, and our Grand Mediterranean itinerary featuring seven-day voyages to Barcelona, Venice and other European destinations on our newest ship, Regal Princess.

How are cruise prices like?
Due to economies of scale, as cruise ships boast larger capacity, cruise holidays are becoming more affordable. A seven-day cruise of Alaska is priced from S$1,060 (US$850) per pax; a 12-day Grand Mediterranean cruise is S$2,749; and an 11-day Scandinavia sailing costs S$2,874.

What do travel agencies need to know to sell longhaul cruises better?
Certain nationalities require visas to enter European or North American destinations so travel agencies need to be able to facilitate visa applications and advise guests on getting visa approval for all ports of calls.

Guests should arrive at the starting city four to eight hours ahead of the cruise departure time, and book flights home that are four to six hours after the arrival of the cruise ship at the end destination.

They should also prepare sufficient amounts of currency for respective ports of calls. The US dollar is the official currency accepted on the ships but money exchange services are available on board too.

 

Costa Cruises
Buhdy Bok, senior vice president, Pacific Asia & China 

How has Asian demand for longhaul cruises grown? What’s driving it?
Longhaul cruise demand has increased greatly, and we envision the rising demand will continue and has the most potential among Asia’s middle-class segment. Asian guests started from shorthaul cruises and have gradually broadened their experience to longhaul cruises.

Our biggest Asian markets are from China and Japan. Our customer profile are families, couples and individuals aged 35 and above.

Which destinations are hot?
Barcelona, for its extraordinary architecture such as La Sagrada Familia, Parc Guell, Casa Batllo and Casa Mila; Marseille, for its historical sights; and Santorini, popular with honeymooners.

Any new longhaul product offerings?
Around-the-World cruise on Costa Atlantica will visit 28 popular destinations in 18 countries in 86 days. This new product offering is specially created for Greater China and Asian guests, with Chinese-speaking crew members on board, and Asian cuisines and entertainment activities.

How are cruise prices like?
Costa Cruises’ fares have always been great value for money. For example, fares for Costa Atlantica’s first Around-the-World cruise starts from US$17,742 per pax.

What do Asian travel agencies need to know to sell longhaul cruises better?
Costa Cruises works closely with our preferred travel consultants around the world and provides continuous training and familiarisation trips for them to fully understand and experience Costa Cruises’ products.

 

Crystal Cruises 
Marnie Whipple, director of international sales

How has the Asian demand for longhaul cruises grown? What’s driving it?
Our growth is strongest from Hong Kong, Malaysia, Indonesia and the Philippines while remaining solid from other countries in South-east Asia, with family groups leading the growth. Notably, 41 per cent of our guests are moving up from premium brand to luxury experiences.

Which destinations are hot?
The Mediterranean is the most requested destination for our Asian guests, with voyages offering overnights in marquee ports such as Barcelona and Rome.

Any new longhaul product offerings?
This year, we welcomed six new themes  on board 23 Crystal Symphony and Crystal Serenity voyages. They are Extreme Thrill Seekers, featuring shark divers, underwater photographers and deep-sea treasure hunters; Explorations Elegance, where auction house experts share insights on jewels, wines and real estate; Gladiators & Empires, exploring the Roman Empire civilisation through Italy’s ruins and museums; Up Close & Magical, with shows and classes by maestros from Hollywood’s members-only club, The Magic Castle; Maritime: Past, Present & Future, a trans-Pacific sailing with maritime experts and historians; and Wine & Food: Microbrews, where guests enjoy tastings and cuisine pairings with experts.

How are cruise prices like?
All-inclusive fares for 2014 theme cruises start at US$1,995 per pax, with additional savings available for groups of six or more. Generally our ships are selling out months earlier in recent years.

What do Asian travel agencies need to know to sell longhaul cruises better?
We encourage consultants to be active in the selling process by listening to their clients’ wishes and presenting products clients may not have tried. Remember to sell to the guests’ dreams and match products to their lifestyle and aspirations – not what you find interesting. Keep track of where your clients have been and help them plan what’s next on their wish list.

 

Royal Caribbean Cruises
Jennifer Yap, managing director, Singapore and South-east Asia

How has Asian demand for longhaul cruises grown? What’s driving it?
We are seeing a gradual growth in demand across our markets in Asia for our longhaul cruises outside of Asia.

Which destinations are hot?
Most popular are Alaska and Europe – demand for these two destinations has been greater especially with the arrival of Celebrity Cruises’ Solstice-class ships in the region in recent years. With Royal Caribbean International’s Allure of the Seas and Anthem of the Seas sailing in Europe next year, we expect these new ships to significantly drive Asia’s demand for our Europe cruises as well.

Any new longhaul product offerings?
For 2015 and 2016, Celebrity Cruises has created special cruises around world cultural events such as the Cannes Film Festival, Rio Carnival and British Open.

How are cruise prices like?
Our cruise fares have been similar these last few years, although the early-bird prices (nine months to one year ahead) are always the most attractive as they are about 20 per cent cheaper.

Our Europe itineraries are most popular with Asians and have a minimum of seven nights, with fares starting around S$900+ per pax (US$723). For Alaska, most of our itineraries are seven nights long and fares start from S$1,100 per pax.

What do Asian travel agencies need to know to sell longhaul cruises better?
We encourage our consultants to personally experience such cruises and the whole journey to know the product well. A 
good knowledge of flight availability and timing to coordinate with the sailings, plus seasons and weather conditions, is also vital.

 

Holland America Line
Jerrol Golden, international public relations manager

How has Asian demand for longhaul cruises grown? What’s driving it?
As Holland America Line is not in the short-cruise market within Asia, all of 
our sales from Asia would be considered longhaul. Our guests tend to be experienced cruisers who have been on local Asian cruises before and/or cruised longhaul with other cruise companies. A number of our guests travel in escorted groups, particularly from China, Taiwan and Japan.

Which destinations are hot?
Europe cruises are by far the most popular among Asians, with the Mediterranean most often booked. Alaska is our second most popular destination.

Any new longhaul product offerings?
We are the leader in longer, more exotic voyages. For example, this fall, Rotterdam is offering an 84-day circum-navigation voyage around Africa.

How are cruise prices like?
Our cruises range from US$59 per pax for a 1N Pacific Coast on Westerdam to US$3,499 for 19N South America/Antartica on Zaandam.

What do Asian travel agencies need to know to sell longhaul cruises better?
Asian markets tend to book much closer to the departure date than other markets. Longhaul cruises have guests sourced from worldwide, thus travel agencies used to finding space a few months or even weeks before departure might be surprised that the requested stateroom category or even the sailing is unavailable for a last-minute client. This is particularly true for groups as group space is recalled about three months before departure.

We are happy to work with travel agencies to produce custom shore excursions for their groups too.

 

Oceania Cruises & Regent Seven Seas Cruises
Constance Seck, director of international sales, Asia, Prestige Cruise Holdings 

How has Asian demand for longhaul cruises grown? What’s driving it?
With the arrival of Marina in 2011 and Riviera in 2012, Oceania’s profile has been raised considerably. Regent Seven Seas is seeing significant buzz for the investments made to the ships and on-board products.

Our Asian guests fit into the same profile as their global counterparts. They are mature, affluent, well-travelled, and enjoy fine food and wine, history and unique cultural experiences. They gravitate to upscale lines like Oceania and luxury products like Regent Seven Seas because they want an exeptional culinary offering, warm and personalised service, and best-in-class destination experiences.

Which destinations are hot?
Europe is our most popular destination for both brands. Northern Europe, including the Baltics, and the French and Italian Rivieras are perennial favourites.

Any new longhaul product offerings?
Almost all our 2015 European itineraries are new. Oceania has voyages to the British Isles, Iceland and Greenland, plus 
our first-ever Around The World cruises. Regent Seven Seas journeys into the Norwegian fjords, Arctic Circle and Solovetsky Islands, with longer Grand Voyages of up to 85 days.

How are cruise prices like?
For a seven-day 2015 Europe sailing covering Barcelona and Rome, Oceania fares start from US$1,049 per pax. For Regent Seven Seas, all-inclusive fares start from US$4,259 per pax for a similar itinerary.

What do Asian travel agencies need to know to sell longhaul cruises better?
It’s best to book as early as possible to secure clients’ preferred suite or stateroom, and their preferred air routes and 
carriers. We release itineraries approximately 12-14 months in advance, which sync up with the release of air schedules and fares.

Additional reporting from Mimi Hudoyo, S Puvaneswary, Gracia Chiang, Caroline Boey and Kathy Neo

This article was first published in TTG Asia, August 22, 2014 issue, on page 10. To read more, please view our digital edition or click here to subscribe. 

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