Differentiation Is The Key To Success
by Doug Gollan /In a crowded market, brands need to differentiate themselves to prosper, John Restuccia, director of national accounts at Uniworld Boutique River Cruise Collection, told the travel agents attending The Affluent Travel Collection 2016 Symposium being held at the JW Marriott in Palm Springs.
Restuccia used his own company as an example, noting a decade ago most river cruise lines were similar in product, simply selling the market. Uniworld is a sister company to Red Carnation Hotels, a group of small luxury hotels where each property is distinct and room décor varies even within a hotel.
He told the advisors that to set itself apart, Uniworld repositioned itself to be a “floating five-star boutique hotel.” To deliver on its brand promise, onboard service, restaurant menus and staff training are all drawn from its award-winning hotels.
In terms of interior design, each ship is unique and even cabins within the ships have different décor. Ships are decorated to “match the destination they are sailing,” he said, adding, “No two hotels are the same. Not two ships are the same.”
Restuccia said that as Uniworld and other companies have each pursued different market positions, it has helped drive interest and growth in the river cruise market. He said the same applies for travel agents.