Cruise Shipping Asia preview: Lines and ports face challengies, opportunities in Asia market
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- Written by Teijo Niemelä Teijo Niemelä
- Category: More News More News
- Published: 17 October 2011 17 October 2011
The challenges and opportunities facing cruise lines and cruise destinations in Asia are much the same as elsewhere in the world, says Ted Blamey, principal consultant of Chart Management Consultants Pty Ltd. Blamey and three other cruise experts are participants on the "Destinations: Challenges and Opportunities in the Development of the Cruise Industry" panel at the http://www.cruiseshippingasia.com/ event in Singapore Nov. 16-18.
Blamey notes there are two core criteria required for a successful cruise port: "Ensure cruise guests rate the destination highly and ensure the cruise line operation is smooth and economical."
To garner high ratings from guests, destinations need to provide "activities and attractions ashore to make the guest experience enjoyable and memorable, have sufficient local transport to allow guests to get to the attractions comfortably and safely, provide trained, knowledgeable guides with good language skills to deliver the experience and create a clean, safe and welcoming environment to make the experience pleasant and hassle-free," said Blamey.
On the cruise line operations side, Blamey says it is essential that the ship -- or its tenders -- is able to disembark and embark guests easily, quickly and safely. Lines also expect port charges to be reasonable, red tape minimal, local officials helpful and port agents experienced and capable.
He notes that Asia presents a mix of both mature and emerging cruise destinations.
"Many Asian destinations have been welcoming cruise ships for decades and receiving high ratings from both guests and the ships, among them Singapore, Hong Kong, Bali and Penang," he said. "In the past five to 10 years, many 'new' destinations such as Korea's Jeju Island, Vietnam's Halong Bay, Shanghai and other cities in China have become cruise success stories."
But while in other parts of the world port operations have become standardized and best practices set, those functions largely are dependent on local custom and laws in Asia.
"Most destinations come under the local port and municipal authorities," Blamey said. "While progressive destinations study successful practices across the region -- and the globe -- and adopt what makes sense to them, they typically work to their own agenda, which perforce must take account of existing infrastructure, geographic features, local laws and customs. However, the role of the port agent is critical to the industry and here we do see companies with global or region-wide operations standardizing, sharing personnel and taking a customer-centered approach."
Though Western cruise operators have now been there for a number of years, they are still trying to understand subtle differences in the Asian market.
"The global cruise operators are still discovering how to best meet the aspirations and expectations of Asian passengers, in every aspect of the cruise experience," Blamey said. "Shore programs are part of this. And it should not be assumed that guests from one Asian country will be looking for the same shoreside activities as those from another - each national market will have its own orientation and preferences."
But, he noted, as long as the cruise line and its shore tour operators and destination-management companies offer a combination of the iconic sights and attractions for which a place is famous and some unique experiences in each destination, most guests will enjoy the destination and be satisfied with their port experience.
Though many Asian destinations are investing heavily to develop their passenger infrastructure, Blamey points out that the emphasis should be on the experiential aspects of cruising.
"It is the experiences ashore that matter most to the guest, not the dedicated cruise infrastructure," he said. "Sometimes a great destination may have no infrastructure at all -- for instance, certain islands, beaches and villages in the South Pacific and Papua New Guinea. From the ship's point of view, even an established port in a prominent city need not have a dedicated cruise terminal as long as passenger and coach movements can be conducted in safety and under shelter."
But the challenges for many ports in the region lie in developing sufficient shoreside support services and equipment -- especially as the size of cruise ships in the region rapidly increases.
"The tourism plant can be a constraint," said Blamey. "Coaches and guides, sometimes watercraft, do need to be of sufficient number, safe, clean and comfortable to deal with the number of passengers coming ashore and taking excursions."
The "Destinations: Challenges and Opportunities in the Development of the Cruise Industry" panel is scheduled for the afternoon of Nov. 16. Moderated by Yeoh Siew Hoon, producer of WebinTravel, in addition to Ted Blamey of Chart Consultants, the panel will feature Dr. Sapta Nirwandar, director general of the Ministry of Culture and Tourism of the Republic of Indonesia; Richard Doyle, managing director of Doyle Tourism Services, and Dr. Gary Cheng, associate professor at the School of Economics and Management of Shanghai Maritime University and Eduardo Gonzalez Cid, under secretary general of the Mexico Ministry of Tourism.
Cruise Shipping Asia is presented by UBM plc. The conference and exhibition are scheduled Nov. 16-18, 2011, at the Marina Bay Sands Expo and Convention Center in Singapore.
Celebrity Cruises add four Celebrity Constellation cruises to Southampton programme
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- Written by Kari Reinikainen Kari Reinikainen
- Category: More News More News
- Published: 17 October 2011 17 October 2011
Celebrity Cruises, the premium market unit in the Royal Caribbean Cruises Ltd (RCCL) group, has added four 12 night cruises on Celebrity Constellation to the company’s 2012 programme from Southampton.
The cruises call at Le Havre, France; Bordeaux (Le Verdon), France; Bilbao, Spain; Vigo, Spain and Porto (Leixoes), Portugal. They atre themed as “Immersive Wine Cruise.”
The first one of these cruises will sail on 19 September and the last one on 18 November. Initially, the ship had been scheduled to operate a series of cruises in the Eastern Mediterranean during this period, but the company changed its plans. A previously announced programme of cruises from Southampton on Celebrity Eclipse will be operated as planned.
MSC Cruises turn 28 Yacht Club cabins to Aurea Suites
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- Written by Kari Reinikainen Kari Reinikainen
- Category: More News More News
- Published: 13 October 2011 13 October 2011
Norwegian Cruise Line launches new brand platform
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- Written by Teijo Niemelä Teijo Niemelä
- Category: More News More News
- Published: 10 October 2011 10 October 2011
Norwegian Cruise Line has announced that it is unveiling a new brand platform and integrated national advertising campaign, "Cruise Like a Norwegian," that embraces and celebrates the community of diverse vacationers who embody the passion, freedom and flexibility inherent in a Norwegian Cruise Line Freestyle Cruising vacation. Cruising like a "Norwegian" is for those who live life to the fullest, embrace new adventures and are passionate about their experiences.
The campaign marks Norwegian's first return to network television advertising since 2008 and also integrates social media, digital and onboard elements, providing a complete immersion in the Norwegian community. This is also the first work from the line's new agency partner, The Martin Agency, which the company engaged in March.
"We've spent the last four years working a variety of initiatives across our organization to improve and enhance our company and our brand," said Kevin Sheehan, chief executive officer of Norwegian Cruise Line. "We felt this is the right time to issue this bold invitation to cruise with us by piquing interest and creating excitement around our brand. We believe this new brand platform will differentiate us and help clearly define a Norwegian cruise as one of the best vacations."
The visual embodiment of the campaign is a brand essence video that illustrates the passion and enthusiasm of Norwegian cruisers who can "Dine like a Parisian," "Surf like a Hawaiian," "Party like a Brazilian," and "Love like a Venetian," among other things. An original score "Let's Go!" was created to accompany the video. Television advertising, beginning tonight, includes one 30-second and two 15-second spots running during prime time on the ABC and CBS television networks, as well as on seven national cable channels, including Travel Channel, HGTV, MSNBC and Discovery Channel.
"Our goal with this new platform is to elevate our profile and put Norwegian Cruise Line front and center by expressing what it means to vacation with us and inviting people to join the community of Norwegians," said Maria Miller, Norwegian Cruise Line's senior vice president of marketing. "We are confident that this integrated campaign - from TV to social media and digital - will engage our community in fun and memorable ways."
Social media plays a large role in this new platform. Leading up to the launch, Norwegian's Facebook page featured a six-day countdown that asked fans to post their favorite photos to illustrate how Norwegians dine, shop, party, etc. Beginning today, Norwegian's Facebook page highlights the brand essence video which can be shared with friends. There is also an opportunity for fans to "Mix it Up" and make their own "Cruise Like a Norwegian" personalized video using their photos and setting it to one of three custom music remixes of the "Let's Go" song. Finally, an interactive personality quiz asks "How Norwegian Are You?" The results show how closely respondents align with a "Norwegian" lifestyle and then groups like-minded "Norwegians" together by personalities. Upon completing the quiz, fans are rewarded with a special 'badge' that is posted to their Facebook page.
These social media elements are combined with digital media efforts including custom page takeovers, rich media banners that invite consumers to watch the brand video and a re-skinned Norwegian web site that all work together to raise awareness about how to "Cruise Like a Norwegian" and to engage consumers with the brand.
As part of the company's continued commitment to its Partners First philosophy, travel partners will also be provided with the tools and resources they need to help them feel part of the "Norwegian" community and to help them spread the word to their clients. The company is rolling out a new course at NCL University, providing partners with inside tips on "How to Market Norwegian;" new marketing materials on its Marketing Headquarters platform; and a video message introducing the new brand to travel partners.
The brand platform comes to life onboard Norwegian's ships when guests are officially welcomed into the Norwegian community and can experience the "Cruise Like a Norwegian" themed Sail-Away Party and drink menu; all new White Hot Party with "Norwegian" elements; special "Cruise Like a Norwegian" photo and video opportunities; and a revised farewell show, so guests will continue to feel a part of the Norwegian community until their next cruise.
To experience the campaign and watch the brand essence video, visit www.ncl.com/facebook and click on the See How We Cruise tab.
Viking River Cruises revamps its Russian fleet
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- Written by Teijo Niemelä Teijo Niemelä
- Category: More News More News
- Published: 10 October 2011 10 October 2011
Nearly 15 years ago, Viking River Cruises was established with four Russian river cruise vessels and a company name to honor the Vikings that first traveled by longship to explore Russia’s waterways. Since then, the company has grown to become the world’s leading river cruise line, offering passengers the opportunity to intimately experience destinations across Europe, Asia and Egypt like no other style of travel. As Viking River Cruises prepares to celebrate its 15th anniversary next year, the company today announced major enhancements to its Russian offering and a new microsite designed to inspire travelers to experience “the real Russia.”
Following dramatic bow-to-stern renovations, 2012 will mark the complete refurbishment of Viking’s four owned and operated Russian ships that set a new standard as the best river cruise ships in Russia and the only fleet entirely Western-managed. To commemorate the transformations and to honor Viking’s heritage, the ships will be renamed—Viking Rurik, Viking Helgi, Viking Ingvar and Viking Truvor. In addition to multiple itinerary updates, new for 2012 is an eight-day program, The Glories of the Hermitage, that features exclusive access and private tours at one of the world’s greatest museums. Also launching is a new microsite, found at www.TheRealRussia.com, which takes visitors on a video tour of the country through a series of inspiring, behind-the-scenes “webisodes.”
"Of all places in the world, we started in Russia. In fact, the idea for our company was born because my daughter had traveled along the Volga with her mother and grandmother," said Torstein Hagen, Founder and Chairman of Viking River Cruises. "We’re immensely proud of our Russian roots, and we continue to build upon our longstanding relationships and intricate knowledge of this captivating country so that we can share it with new travelers year after year."
Russian ship renovations
Launching in 2012, the renovated Viking Rurik (previously Viking Peterhof) is named after Rurik, the Viking warrior who founded and ruled the area known as Rus – now Russia. Its renovated sister ships – Viking Helgi, Viking Ingvar and Viking Truvor – are named for Rurik’s descendants, the original Russian explorers.
In addition to redefining the interior space to create significantly larger staterooms, Viking Rurik’s full bow-to-stern refurbishment is highlighted by full, private verandas added to all staterooms on the Upper and Middle decks, which house four Suites, two Junior Suites and 60 Veranda Staterooms. The two-room Suites – each 405 square feet – will have separate sleeping and sitting areas, two Sony 26-inch flat-panel televisions, a walk-in closet and a full bathroom with two sinks and a separate bathtub and shower Other in-room amenities for all staterooms include hotel-style beds, a safe and refrigerator plus premium bath products.
Just like its sister ships, Viking Rurik’s public areas such as the restaurant, lounge, library and bar will also be renovated to feature Viking’s signature Scandinavian décor. Other upgraded ship areas include a shaded sun deck and a walk-around open air promenade deck.
2012 itinerary enhancements
All four of Viking’s Russian ships sail the Waterways of the Czars itinerary, traveling from Moscow to St. Petersburg, or the reverse. The 13-day itinerary features multiple days in each city to tour highlights such as Moscow’s Red Square and St. Basil’s Cathedral plus St. Petersburg’s Hermitage Museum and Catherine’s Palace. Ports of call along the rivers include Kizhi Island, home to an open air museum of architecture and a UNESCO World Heritage Site, and the Golden Ring cities of Uglich and Yaroslavl.
For 2012, Viking is introducing a variety of new excursions and services to the Waterways of the Czars itinerary. Along with deep roots in Russia come strong connections with its leading artistic and academic institutions. Leveraging these relationships, on select departures Viking has introduced special performances by musicians from St. Petersburg’s venerable Mariinsky Theatre, as well as a Smithsonian Institution lecture series that explores a variety of topics on Russian history, myths and legends. A similarly exclusive program will provide a behind-the-scenes look at the vast art vaults of the Hermitage Museum. Other new cultural highlights include meeting Red Army veterans at Moscow’s Military Museum, visiting a school where young Russians learn restoration techniques to preserve the country’s architectural heritage, and home-hosted visits in riverside towns such as Uglich or St. Petersburg’s Kommunalkas (communal apartments). New onboard programs and services include Viking’s Concierge Services and Viking’s signature on-deck “A Taste Of…” event, highlighting an authentic selection of Russian cuisine such as Siberian pelmeni (ravioli), traditional borscht and blini.
The new Glories of the Hermitage program, which showcases the Hermitage Museum as a destination unto itself, provides art lovers with special access and private tours by Hermitage scholars. Viking guests also have a privileged opportunity to discover many of the museum’s greatest works, including those displayed at the off-site, state-of-the-art Storage Facility, which is not open to the public.
Online Russian inspiration
With Viking’s new microsite, www.TheRealRussia.com, online visitors can experience an insider’s tour of Russia, just as Viking passengers do. The site features a series of inspiring video webisodes, hosted by Karine Hagen, daughter of Torstein. Karine has spent more than two decades studying and living in Russia, and in the webisodes, she takes the viewer behind closed doors at the ballet, into the rural home of babushka Nadya and her family, and literally underground at the Hermitage, to explore her favorite Russia, “the real Russia.”
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