Strategies often forced on luxury cruise companies as a result of the pandemic may well pave the way forward, from operational improvements to marketing efforts, leaders at top luxury brands shared yesterday at Seatrade's 2021 cruise conference in Miami. Discussions included four key areas of the business: The Pandemic Impact; Sustainability's Critical Role; and addressing luxury's current consumer mindset. Panelists were Christopher Austin, chief sales officer of Explora Journeys; Walter Littlejohn, senior vice president, managing director of Crystal River Cruises; Roberto Martinoli, president and CEO of Silversea Cruises, and Navin Sawhney, vice president of the America's for Ponant. The panel was moderated by Carolyn Spencer Brown, chief content officer, Cruise Media, LLC.
Key insights:
Pandemic's Impact on Luxury: Cruise lines became more efficient while ships were in layup status. "When it happens again..." was a recurring theme in that improvements made in HVAC systems, protocols, HEPA filters in common areas, and better use of shoreside power have been developed as a response to the pandemic and will serve the industry when...it's forced to confront another likely scenario.
How Has Sustainability Become a Critical Factor in the Luxury Space in the Ocean, River and Expedition Sectors: Two particularly potent points were made. One: "When it happens again..." was a prescient nod to the pandemic, and improvements that have been made in HVAC, protocols, Hepa filters and even more efficient use of layups (making shoreside power more affordable) are all enhancements that will stand cruise operators in good stead in the future, no matter what. Another key revelation: Financial institutions will not provide capital to cruise lines not addressing sustainability in a major way. As well, the charter and incentive market has made sustainability a requirement for doing business.
What is the Consumer Mindset Evolving as the Pandemic Goes On: The pandemic helps people reflect even deeper and further. It will make travel even more purposeful, particularly in the luxury space. People will sculpt themselves into the environment and will travel with greater intent. People are buying less watches and more experiences. And travelers are craving new indulgences and connections via programs and activities, onboard and onshore.
Watch Seatrade's Global Cruise Conference panel on luxury cruising here:
