Silversea asserts commitment to Asia, readies for sailings this September
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/ Posted on 23 May, 2022 13:49
Silversea Cruises is well-positioned to capitalise on the new travel trends and changing consumer preferences emerging from the pandemic, Adam Radwanski, managing director, Asia-Pacific told TTG Asia.
An appreciation for slow travel and more immersive experiences, as well as a propensity to splurge on more luxurious offerings – a result of accumulated wealth from the lack of prior travel opportunities – meant greater business opportunity for the ultra-luxury expedition cruise line.
Silversea commits to bringing in more capacity and the latest ships to Asia in the future
That appetite has resulted in a longer average cruise trip duration post-pandemic – from 16 days before to 18 days now, shared Radwanski. Guests are also keen to book more expensive selections.
Lured by great potential in Asia, Radwanski said the cruise line would roll out plans to grow Silversea’s presence, capture demand, and ride on the explosive growth in the region.
Despite the current challenging climate, he is very clear that slashing prices is not part of his strategy. Strong differentiation ensures the jewel in the crown of the Royal Caribbean Group remains ahead of the curve.
For one, Silversea is the world leader in expedition cruising, which is a hit with travellers in Asia. These breathtaking sea adventures see guests exploring aspirational bucket list-worthy destinations such as Antarctica, Arctic and Galapagos.
The ultra-luxury brand also has in place novel onboard ecosystems which are not easily replicated by competitors, Radwanki opined.
Take Silversea’s groundbreaking S.A.L.T. culinary programme for instance – it enables travellers to dive deep into culinary cultures.
He explained: “It creates a smooth experience starting from the cooking classes onboard, through to the restaurants and bars which have their menus and drinks changing daily depending on the destinations and ports; enrichment lectures in our theatres about the history of food in different countries and then to shore excursions to local markets.”
Always mindful of the unique needs of its business partners in different countries, as well as customers’ evolving preferences, Radwanski is also looking to localise content and review communication methods to find the most effective way to connect with them meaningfully.
He visits and speaks with trade partners in Asia to get a good grasp of ground sentiments and regulatory updates first-hand. Silversea conducts regular surveys to stay relevant to luxury travellers’ needs and uses findings to guide the cruise line’s business approach.
Radwanski said Asia sailings would resume as early as September this year, and at least three ships are planned for deployment in the region next year.
China and Japan remain strategic markets for Silversea, while its core target segment remains the baby boomers with high spending power. However, Radwanski is seeing strong potential in multi-generational groups, with families travelling together and couples in groups on the rise across the region.
Radwanki added: “Our commitment to Asia will not change, we will continue to invest in this market and as we grow, we will bring in more capacity and the latest ships in the future. We will also enhance the products in Asia, like finding interesting itineraries and ports, and growing Singapore as a base for cruising.”
Silversea Cruises is well-positioned to capitalise on the new travel trends and changing consumer preferences emerging from the pandemic, Adam Radwanski, managing director, Asia-Pacific told TTG Asia.
An appreciation for slow travel and more immersive experiences, as well as a propensity to splurge on more luxurious offerings – a result of accumulated wealth from the lack of prior travel opportunities – meant greater business opportunity for the ultra-luxury expedition cruise line.
That appetite has resulted in a longer average cruise trip duration post-pandemic – from 16 days before to 18 days now, shared Radwanski. Guests are also keen to book more expensive selections.
Lured by great potential in Asia, Radwanski said the cruise line would roll out plans to grow Silversea’s presence, capture demand, and ride on the explosive growth in the region.
Despite the current challenging climate, he is very clear that slashing prices is not part of his strategy. Strong differentiation ensures the jewel in the crown of the Royal Caribbean Group remains ahead of the curve.
For one, Silversea is the world leader in expedition cruising, which is a hit with travellers in Asia. These breathtaking sea adventures see guests exploring aspirational bucket list-worthy destinations such as Antarctica, Arctic and Galapagos.
The ultra-luxury brand also has in place novel onboard ecosystems which are not easily replicated by competitors, Radwanki opined.
Take Silversea’s groundbreaking S.A.L.T. culinary programme for instance – it enables travellers to dive deep into culinary cultures.
He explained: “It creates a smooth experience starting from the cooking classes onboard, through to the restaurants and bars which have their menus and drinks changing daily depending on the destinations and ports; enrichment lectures in our theatres about the history of food in different countries and then to shore excursions to local markets.”
Always mindful of the unique needs of its business partners in different countries, as well as customers’ evolving preferences, Radwanski is also looking to localise content and review communication methods to find the most effective way to connect with them meaningfully.
He visits and speaks with trade partners in Asia to get a good grasp of ground sentiments and regulatory updates first-hand. Silversea conducts regular surveys to stay relevant to luxury travellers’ needs and uses findings to guide the cruise line’s business approach.
Radwanski said Asia sailings would resume as early as September this year, and at least three ships are planned for deployment in the region next year.
China and Japan remain strategic markets for Silversea, while its core target segment remains the baby boomers with high spending power. However, Radwanski is seeing strong potential in multi-generational groups, with families travelling together and couples in groups on the rise across the region.
Radwanki added: “Our commitment to Asia will not change, we will continue to invest in this market and as we grow, we will bring in more capacity and the latest ships in the future. We will also enhance the products in Asia, like finding interesting itineraries and ports, and growing Singapore as a base for cruising.”