Carnival UK's Dingle airs thoughts of online's future role

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Written by Kari Reinikainen Kari Reinikainen

Category: Top Headlines Top Headlines

Published: 18 June 2013 18 June 2013

Carnival UK, which operates the brands of the world's largest cruise shipping group Carnival Corporation & plc in Britain, will increase the role of online functions in the future, but these will take into account requirements of the brands in question, says David Dingle, CEO of the Southampton based company.

New heads of marketing with deep understanding of the online world are being sought for Cunard Line and P&O Cruises brands.

"As instant connectivity, whether it be through mobile phones or tablets becomes the norm rather than a luxury, cruise lines are investing tens of millions of pounds in the provision of broadband service at sea, obtained via satellite connection, to ensure that passengers have the ability to connect with home and work and continue their online activities whilst on board," Dingle told Cruise Business.

"There are internet cafes across the fleet which provide connectivity and all the ships are wi fi enabled. Technology has also played a major part in the cruise booking process. We are about to introduce a number of Cruise Personaliser pre cruise booking options. This will mean that passengers can book speciality dining in advance of joining the cruise, book spa treatments and also pre book from a selection of VIP luxuries for example, strawberries and Champagne in the cabin, Champagne breakfast in bed, flowers and chocolates."

"The travel industry lends itself well to online engagement, as the content is so rich, varied and compelling. Unlike many industries we are privileged to provide an experience that people enjoy and look forward to, and both past and potential cruise passengers love to research and share their experiences as a core part of the anticipation and planning process. However, choosing a cruise can require greater support than a package holiday, so this is where we can really use the online space to help. We know that people who are looking to go on a cruise holiday use the internet a lot in their decision-making process, whether that's to look at photos and videos of possible destinations, or to take a virtual tour of the different ships."

"This is content not only produced by cruise companies like ourselves but also content that has been produced by other passengers. We are certainly investing in online content such as video, interactive tours and useful information that passengers are seeking, and looking at a number of different ways to share this content across different channels such as the website and social media, and devices, such as smartphones and tablets. We are constantly developing and enhancing our award-winning websites to keep up with the rapid pace of the online world, whilst ensuring that we are still catering for those who prefer to have tangible materials such as a paper brochure, magazine and regular print communication directly through the post."

"Cunard and P&O Cruises are brands which have been woven into the fabric of British cruising over the last 175 years, and are amongst the most famous cruise brands across the world. We have a great heritage to preserve and cherish. Any changes always form part of a carefully planned and executed evolution in order to maintain the freshness and relevance of our brands whilst never compromising their core values. It is too early to say exactly what will be seen over the coming months and years, but any work will ensure that P&O Cruises and Cunard are portrayed as strongly appealing and highly differentiated," he concluded.