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Like all players in the travel industry,
the cruise lines alwayshave their eye
on the group market, be it corporate
incentive programs looking to bond
and reward, or inter-generational
families celebrating grandpa’s 80th
birthday. And as the ships — and
the market — get bigger, so too
does the focus on group business.
For the cruise lines and the
travel agents who fill them,
“group business is one of the
fastest and easiest way to grow
your database,” says Vicki Freed,
senior vice president of sales and
trade support & service at Royal
Caribbean International, which
defines a “group” as travelers
booking eight or more staterooms.
“When you have a group with a
common interest, you will find
members of the group actually
‘selling’ or bringing in their friends
who share the same interest.
These are clients you would not
have reached — so focusing in on
groups becomes a great way to
grow your overall sales and meet
new clients.”
Paul Gauguin Cruises, too,
appreciates the value of the group.
“We find that Paul Gauguin groups
are set up and promoted much
earlier than most other cruise
lines because Tahiti is to many
people a ‘bucket list’ experience
and because it will probably be a
once-in-a-lifetime trip,” said Sandy
Stevens, vice president of sales &
guest relations. Often “a booking
the best choice for a group is the
Pride of America, which has seven
meeting rooms and Diamond Head
Auditorium, a multi-level, circular
facility with multiple AV screens.
The Charters & Incentives
Program at Oceania Cruises,
meanwhile, includes the option of
taking over a whole ship. Its R-class
ships, holding up to 670 guests,
offer flexible and customizable
itineraries and complete security
and exclusivity for large groups.
Smaller groups on regular sailings
get their own cocktail party with
premium brands and hot and cold
hors d’oeuvres, complimentary A/V
equipment and meeting space.
And at MSC Cruises, the new
MSC Seaside, which will debut
in December 2017, was built with
groups in mind, with a main lounge
designedtoholdnearly1,000guests.
On its Fantasia-class ships, groups
can charter the entire MSC Yacht
Club and have their own private
enclave and restaurant, and travel
agents earn 10% commission on
pre-paid shore excursions on all
group bookings.
will morph into a group, as a couple
celebrating a benchmark occasion
starts talking to family and friends
about the cruise they’re going on
and pretty soon those family and
friends want to join them…..and
it’s a group!”
The cruise lines roll out the
red carpet for groups, offering
dedicated vacation planners and
onboard coordinators to make sure
everything runs smoothly, and help
arranging group excursions and
events. Many offer groups their
own areas on the ships as well as
on the cruise line’s private island.
To help attract affinity groups,
such as clubs whose members
have a shared interest, for
example, Regent Seven Seas
this fall launched a program that
makes it easier for a group leader
or influencer to accompany the
group, and offers extra amenities
to attendees or to the group. Called
Affinity Group Advantage, it lets
each group choose whether to
receive an amenity or a contribution
to the sponsoring organization.
For corporate groups, Norwegian
Cruise Line, for example, offers
dedicated group coordinators,
private cocktail parties and award
ceremonies, Beach Olympics and
scavenger hunts on its private
island, menus with company
logos, private shows and sports
tournaments, a group-specific
channel on the stateroom TVs, and
team-building activities. Perhaps
Like all players in the
travel industry, the cruise
lines always have their
eye on the group market...
If one customer is good, a group of them is surely better.
Seeing the Big Picture:
Cruise Lines Look To The Group Market
By Cheryl Rosen
