Alan Lam reporting
Pullmantur Group, the Spanish subsidiary of Royal Caribbean Cruises Ltd., has just launched a new strategic programme aiming at elevating the experience of its passengers.
Having recently been forced to refocus on its Spanish and French markets, the group has launched the so-called “Movida X Ti” scheme, making passenger experience and quality of service pivotal points of its new strategy. Indeed the programme pivots on two key axles: passenger experience and quality of its products, which must always be the best.
During the first phase of Movida X Ti, the line will focus on improving gastronomy and offering its own shore excursions. In the months to come, it will announce other aspects of this new plan.
It has brought in Paco Roncero, a two-Michelin-star chef, to give its gastronomy a boost. He will work hand-in-hand with the Pullmantur team to reformulate the menus base on Spanish, Mediterranean and other international cuisines.
The line will also increase its variety of drinks on offer. Giving its famous “All Inclusive” concept another twist, the company has introduced two new onboard packages: “Pack Favorito” and “Pack Total”; the latter will include options such as “Total +1”, “Total + 2” and “Total + 3”.
In terms of excursions, the product will be better and richer, according to Pullmantur, offering its passengers the experiences in five distinctive ways: gastronomy, relaxation, culture, adventure and family entertainment.
The impending arrival of the Monarch forms part of the Movida X Ti. It will increase its capacity by 1,000 passengers per departure. The ship will be deployed in Northern Europe to undertake two itineraries: “Fiordos del Norte” (Fjords of the North) and “Capitales Bálticas” (Baltic Capitals), which includes overnight stays in St. Petersburg and Stockholm.
Movida X Ti was launched in a spectacular ceremony attended by 300 or so travel agents from Spain and Portugal. The company deems it as “an ambitious strategic programme aiming at improving onboard experience” of its passengers.
“Movidos X Ti is the result of a process of actively listening to our passengers, who are our raison d’etre,” said Jorge Vilches, President & CEO of Pullmantur Group. “We therefore place this programme in the centre of our strategy.”
“The maturity of the Spanish market demands a high quality product,” said Sonia Prieto, VP Customer Experience & MD for Spain & Portugal, Pullmantur Group. “It is on this path we have been travelling for quite some time now. Our obsession has always been innovation and continuous improvement.”
