Small Ship Luxury Means an Intimate Experience and Value

The marriage of psychographics and demographics is what enables travel sellers to select the right product for the right client, said executives on a “small ship and river cruise” panel at CLIA’s Cruise3Sixty in Vancouver. Meanwhile, those on a “luxury cruise” panel concluded that the term “luxury” has widely different meanings for different people.

Most executives on the small ship and river cruise panel indicated their customers have the same general demographic: 55+, well-educated with disposable income. They said their customers were drawn to them by the intimate experience and value offered by their products. So how do agents know which of the specific types of small ship cruises or which river cruise brand to match their client with when the demographics are all the same?

The answer is psychographics — what the clients enjoy, how they think, what they’re looking for. And while some of the basic psychographic qualities apply to guests on all small ship niche and river cruise products, others differ.

What Everyone Wants

What’s similar? Virtually every panelist said their clients are looking for more intimate experiences that are driven by destinations and not ships. Additionally, most said their clients have a young mindset and like to be active.

The three river cruise executives on the panel further agreed their clients are well-traveled and have been to most of the major European cities. They are now looking to go deeper into a country and to get a better feel for its culture.

For clients of Hurtigruten, environmental considerations are as equally important as culture is, Hans Rood, Hurtigruten president added.

Small Ship Differences

One particular customer stood out for Windstar Cruises, according to Sandy Stevens, vice president of sales. “The non-cruiser. If someone has never been attracted to cruises before, they may well be attracted to this type,” she said, pointing out that 20% of Windstar guests have never cruised before.

However, the truth remains that most niche cruises pull the majority of their clients from the big ships. How to manage their expectations when they’re accustomed to big ship experiences is very important.

“Small ship cruising is not about the attributes of the ship. Eighty percent of the time our client is in port, so don’t sell the ship, don’t sell the pool, the casino or the show,” Susan Schultz, director of sales for American Cruise Line said.

Kristin Karst, executive vice president and co-owner of AMA Waterways, agreed that agents need to make sure their clients are aware that cruising on a river cruise is not about partying the night away. Though she added, even though it’s quieter and more low-key than on a big ship, there’s still plenty going on, whether it’s a lecture or onboard performance of some type.

Rather than concentrating on what not to expect, Patrick Clark, managing director of Avalon Waterways, told agents what to tell their clients to expect. “Everything is included so clients know beforehand what the price of their vacation is,” he said. He also mentioned the intimacy and flexibility that river cruises offer, as well as the opportunity for clients to meet like-minded people.

Uniworld Boutique River Cruise Collection’s senior vice president of sales, Janice Tully, reminded agents that ultimately the only way for agents to best manage clients’ expectations is to be educated about what each type of cruise product is offered and what the differences between the brands are.

What Is Luxury?

Six executives from six different upscale or luxury cruise lines each offered a different definition of what makes them a luxury brand and why clients want to sail with them.

Like beauty, luxury is in the eye of the beholder, said Edie Bornstein, vice president of sales and marketing for Azamara Club Cruises. For Azamara clients, luxury is destination immersion and inclusivity.

Bill Smith, senior vice president of sales and marketing for Crystal Cruises, said Crystal’s clients look for reputation and want high-service, adding that the line has won several Best Cruise Ship awards.

For Silversea’s customers luxury is all about choice and personalization, Steve Tucker, vice president, field sales, added. Silversea guests can choose everything from what bath amenities they use to which pillow they want and what scent they want diffusing in their stateroom.

Regent Seven Seas passengers expect comfort and intimacy, Alex Sharpe, senior vice president of national key and international accounts told the audience. Comfort comes from not only the hardware, such as large staterooms, but also the mindset. Guests are not required to dress formally for dinner if they don’t want to. Also, as with Azamara inclusivity is important to Regent clients.

Intimacy and choice are key attributes of luxury for SeaDream Yacht Club guests, said President Bob Lepisto. These clients want a yachting experience, he added, and are not interested in cruising.

And for Cunard passengers, luxury is all about sailing on “the most famous, most historied brand” in the world, and at the same time being on newer ships, said Jan Swartz, executive vice president of sales, marketing and customer service. “It’s the luxury of a bygone era,” she added.

Value Is In

The luxury panel concluded with thoughts on how to sell upscale vacations and cruises when conspicuous consumption is so clearly out of favor.

“The psychology is quite different,” Swartz said. “People now look for meaningful experiences that enrich their lives.” Therefore, agents need to be selling “the experience” of vacations.

And all the panelists agreed that value is currently king, and agents need to be able to communicate that value message to clients when selling luxury vacations.