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					The Cruise Report 2010
          Trends and innovations in the UK cruise market
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                                                      Carnival UK Cruise Report 2010


02                               CONTENTS                                                                                                                                                                                                                                                                                                               03

                                 CARNIVAL CORPORATION CHAIRMAN                                             CUNARD LINE PRESIDENT AND                                                CARNIVAL CRUISE LINES MANAGING DIRECTOR                                  THE YACHTS OF SEABOURN DIRECTOR EUROPE,
                                 AND CEO MICKY ARISON                                             Page 4   MANAGING DIRECTOR PETER SHANKS                             Page 18       UK BUSINESS LYNN NARRAWAY                                 Page 26        MIDDLE EAST AND AFRICA ANDREW MAGOWAN                        Page 32
                                 “I believe the biggest change for cruising in the UK over the next 10     “Cunard Line achieved a better than expected result in 2009 both         “We expect a double boost in 2010. The first should be from the          “Introducing the first of three new ships in three years bang in the
                                 years will be that it will be offering cruises of just about any length   globally and in the UK where we maintained our healthy even split        year-round ex-Canaveral cruise programme of CCL’s newest ship -          middle of the most severe economic crisis of recent times was always
                                 and suitable for just about everyone.”                                    between repeat and new-to-brand passengers.”                             Carnival Dream - introduced at the end of 2009.”                         going to be a challenge, but we had good reason to be confident that
                                                                                                                                                                                                                                                             we would rise to it.”



                                 CARNIVAL UK CHIEF EXECUTIVE OFFICER                                       P&O CRUISES MANAGING DIRECTOR                                            HOLLAND AMERICA LINE MANAGING DIRECTOR                                   CRUISE ENTERTAINMENT
                                 DAVID DINGLE                                                Page 8        CAROL MARLOW                                               Page 20       UK BUSINESS LYNN NARRAWAY                                    Page 28     JUST THE TICKET FOR DERREN                                 Page 34
                                 “We see a clear increase in the amount of information being sourced       “By the end of the year (2009), there was evidence across the market     “UK sales of Holland America Line cruises nearly doubled in 2009...the   “Controversial mentalist Derren Brown “won” the lottery twice last
                                 online by cruise passengers but note that the proportion of direct        that people were beginning to book earlier and that prices were          result of a carefully planned expansion of the brand’s presence not      year...the second time was when he found himself on board a
                                 online bookings remains very low at about 4%-5%.”                         hardening.”                                                              just in Europe but in the UK in particular.”                             P&O Cruises Aurora mini-cruise to the Continent.”




                                 GIVING IT UP FOR A CRUISE                                   Page 10       OCEAN VILLAGE HOLIDAYS                                                   COSTA CRUISES UK MANAGING                                                CRUISING BY NUMBERS                                       Page 38
                                 “Although nearly a third of passengers prefer ships to have               MANAGING DIRECTOR NICK LIGHTON                            Page 22        DIRECTOR MARCO ROSA                                          Page 30
                                 predominantly British passengers, almost as many want a mix of            “The state of the economy meant that there was an even greater           “The UK will never be one of the largest source markets for Costa
                                 British and American passengers and a similar number do not mind          emphasis on price and value for money than usual in the UK cruise        Cruises but 2009 was an example of why it will always be a key one
                                 where the other passengers come from.”                                    market. This generally worked in Ocean Village’s favour.”                for the brand - sales rose again so that we are now attracting about     PR CONTACTS                                               Page 40
                                                                                                                                                                                    treble the number of UK passengers that we did four years ago.”



                                 CARNIVAL UK COMMERCIAL DIRECTOR                                           PRINCESS CRUISES UK DIRECTOR PETER SHANKS                     Page 24
                                 NIGEL ESDALE                                               Page 16        “Princess Cruises has continued to increase its share of the UK market
                                 “2009 was a challenging trading year just as we expected it to be         as, despite the challenging market conditions in 2009, sales grew
                                 following the collapse in the economy and consumer confidence in          about 10%.”
                                 the last quarter of 2008.”
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                  Carnival UK Cruise Report 2010


04                               CRUISES FOR EVERYONE ARE COMING TO THE UK                                                                                                                                                                                                          05
                                 BY CARNIVAL CORPORATION & PLC CHAIRMAN AND CEO MICKY ARISON




                                 “I believe the biggest change for cruising                                He said: “Although the cruise product may have to be tweaked             Looking ahead at what might change on board cruise ships in the
                                                                                                           slightly for different nationalities, the fact is that everybody is      future, he said that this would depend on how passenger tastes and
                                 in the UK over the next 10 years will be                                  attracted by the value and quality experience it represents.”            demands developed.

                                 that it will become just like North America,                              It is, though, a product which like so many others needs to conform to   “We have always reflected changing public tastes and, subject to cost,
                                 offering cruises of just about any length                                 the public’s increasing expectations about its environmental impact.     we can always provide anything they enjoy on land on a ship, too.

                                 and suitable for just about everyone.”                                    He said: “Technology is one answer to the challenges we face but, in     “That is how we have come to see water chutes and rock climbing
                                                                                                           terms of finding another radically different way of powering our ships   walls become features on ships.
                                 This is the view of Micky Arison and, as chairman and chief executive     in an even more environmentally-friendly fashion, there is, as yet, no
                                 officer of the world’s largest cruise company, Carnival Corporation, he   silver bullet out there.
                                 should know.
                                                                                                           “Various alternative energy sources have been put forward but they all   “Increasing choice of itinerary and cruise styles will
                                                                                                                                                                                    help ensure that the recent rapid growth in the number
                                 “For example, there are very few short cruises in the UK right now,” he   have their problems, even LNG (liquid natural gas) due to the massive
                                 said, “but this will change over time because the higher quality ships    on board storage space that would be required.
                                 with their greater range of facilities being built and operated these
                                 days will act as interesting destinations in themselves.”                 “The fact is we need to have the technology catch up even though we
                                                                                                           are a small shipping sector and therefore a small market.                of UK cruise passengers will continue in the future.”
                                 He believes the increasing choice of itinerary and cruise styles will
                                 help ensure that the recent rapid growth in the number of UK cruise       “In the meantime, we are lowering our energy consumption every
                                 passengers will continue in the future.                                   year by between 3% and 4% through a variety of solutions from new        “Tastes are always changing - I can remember us launching a new ship
                                                                                                           paints and hull coatings to simply slowing the ships down.               in the early 1990s which had a fitness centre with just one treadmill; if
                                  “There has been a pattern in the growth of cruising which has seen                                                                                we offered 30 treadmills now, it would probably not be enough.”
                                 the North American market run five-10 years ahead of the UK so I can      “Longer (seven-day) transatlantic crossings are one major change
                                 see no reason why it should not double in size to match the kind of       which will mean a greener, as well as a lower cost operation.”           But the biggest change impacting the way the industry sells its cruises
                                 growth the market has experienced in North America.”                                                                                               will - he believes - turn out to be the rise of the Internet.
                                                                                                           Although there might be exceptions in certain parts of the world, he
                                 This would mean the British taking three million cruises every year       believes that the slower speeds will not mean fewer ports in cruise      He said: “This has already resulted in a huge change. Just ten years
                                 compared with the 1.55 million in 2009.                                   itineraries.                                                             ago, most people looked for cruise advice from travel agents or
                                                                                                                                                                                    newspaper and magazine travel sections - that has all gone.
                                 Mr Arison also believes that similar growth in the range of cruising on   “We just need to plan them more carefully,” he said. “After all, we
                                 offer will then extend to Europe and Asia.                                have the original Seabourn ships which cannot cruise at more than 14     “Now nearly everybody uses the Internet for their research. Far fewer
                                                                                                           knots but, although slower than most other ships, they have always       actually book cruises directly online but any travel agent still without
                                                                                                           been able to offer full and very interesting itineraries.”               online booking capability is going to lose out.”
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                      Carnival UK Cruise Report 2010


06                               UK CRUISE MARKET OVERVIEW                                                                                                                                                                                                                              07
                                 BY CARNIVAL UK CHIEF EXECUTIVE OFFICER DAVID DINGLE




                                 We knew 2009 was going to be a tough                                       This year, our capacity increases 3% with P&O Cruises introducing          This was slightly surprising in 2009 but very welcome, and was almost
                                                                                                            Azura in the spring, Yachts of Seabourn - Seabourn Sojourn in the          certainly a result of the increased value of our promotional pricing
                                 year and so we were very quick off the                                     summer, and Cunard Line - Queen Elizabeth in October. Against that         which appealed to people who had never cruised before.
                                                                                                            Ocean Village will operate just one ship all year until that, too, goes
                                 mark with aggressive promotional pricing                                   to Australia.                                                              We are also blogging and Twittering with the rest of them. We see a
                                 across the brands. We needed to get the                                                                                                               clear increase in the amount of information being sourced online by
                                                                                                            Any concerns we had that the announcement of the future of Ocean           cruise passengers but, at the same time, note that the proportion of
                                 bookings in as quickly as possible and                                     Village might negatively affect sales have been dispelled. Quite the       direct online bookings remains low, averaging about 4-5%.
                                                                                                            reverse has happened, in 2009 and again this year, it has achieved
                                 we did.                                                                    some of its highest occupancies. It has built up a loyal following which
                                                                                                            appears determined to make the most of it while it is still here.
                                 Carnival UK was fortunate not to have added new capacity for 2009
                                 in view of the challenging economic backdrop and this helped us to         MARKET GROWTH
                                                                                                                                                                                       “All the while our brands account
                                                                                                                                                                                       for at least 40% of UK cruise sales,
                                 meet our policy of always sailing with our ships full.                     Carnival UK has been outgrowing the UK market and increasing its
                                                                                                            share in recent years so we are relaxed if we simply maintain, rather
                                 Despite the departure of QE2 at the end of 2008, the first full year of    than further increase, market share in the next few years.
                                 our newest ship Ventura allowed us to maintain capacity, along with
                                 further increases in our Princess Cruises passengers.                      All the while our brands account for at least 40% of UK cruise sales, we
                                                                                                                                                                                       we are very happy to place
                                 As the year went along we discovered that, although people wanted to
                                 book later because of their own and the general economic uncertainty,
                                                                                                            are very happy to place profitability before market share.
                                                                                                                                                                                       profitability before market share.”
                                                                                                            We are increasing our cross-marketing between brands. This is as a
                                 they were not necessarily waiting for rock bottom prices. We found         result of seeing some very positive results from the recognition that
                                 that we could hold prices higher than we had initially expected.           sometimes people have exhausted one brand’s itineraries or just want       For the simpler, lower-cost products such as Ocean Village the share
                                                                                                            a change of cruising style or cost.                                        rises (but only to about 8%) while for the more expensive brands with
                                 In fact, during the year, we had to constantly monitor what was                                                                                       more complex price propositions, it drops to 2%-3%.
                                 happening so that we could spot the faster selling cruises and increase    There are ship or brand collectors out there who want variety, so it is
                                 their prices.                                                              important for us to put all our brands in front of them to ensure we       It could move up in the future but, significantly, it still remains at low
                                                                                                            keep them cruising within our own family.                                  levels in the US where the concept was embraced earlier, so we do not
                                 By the fourth quarter, which provided better than expected returns for                                                                                expect any radical change in this pattern any time soon. With cruising
                                 the Carnival group as a whole, prices we were securing were stabilising.   We have worked all our databases harder during these difficult             at least, people still appear to prefer the face-to-face transaction.
                                                                                                            economic times because it is one of the most cost-effective marketing
                                 This steady improvement has continued into 2010 and, although it is        tools but, despite that, we are still continuing to attract a similar
                                 still too early to be definite, we would hope that the advance booking     number of new cruise passengers who are vital if the market is to
                                 period will begin to lengthen. We are cautiously optimistic but also       continue to grow.
                                 guarding against the possibility of a double-dip in the economy.
Carnival UK Cruise Report 2010                                                                                                                                                                     Carnival UK Cruise Report 2010


08                                                                                                                                                                                                                     09
                                                                                                                                                                                      Carnival UK headquarters in Southampton


                                 ON BOARD SPENDING ON THE UP                                                For the industry as a whole, we face many challenges not least of
                                 Our corporate results for 2009 showed pricing holding up better            which is conforming to the raft of environmental regulations and
                                 amongst European than North American brands, while the overall             requirements being introduced both internationally and unilaterally
                                 result reflected the lower ticket prices paid being partly offset by a     around the world.
                                 lower cost base across our brand.
                                                                                                            These will contribute to continuing increases in fuel prices and could
                                 For Carnival UK brands we also saw the dip in on board spending            well result in changes to itineraries and port calls through reductions
                                 bottoming out with revenues starting to rise again.                        in cruising speeds and the distances covered.

    ...“there is some            Shops on board were the first and worst affected by the recession,         I would also go as far as to suggest that there is some danger of

 danger of the rapid             probably because they tend to sell many similar products to
                                 retailers ashore.
                                                                                                            the rapid growth of the cruise industry in Europe being stalled by
                                                                                                            regulation and taxation.


growth of the cruise             There are good signs of recovery now, which bodes well for the year,
                                 while other on board revenue generators tend to be cruise-exclusive
                                                                                                            As the industry’s economic impact across Europe reached €30bn and
                                                                                                            more than 300,000 jobs in 2008, this should set off warning bells for

 industry in Europe              so withstood the recessionary pressures rather better.                     the UK and other European governments.

                                 Shore tours held up particularly well and we were even able to put         These concerns extend to all tourism, not just cruising, and this is
     being stalled by            some prices up when we needed to adjust for sterling’s lower value
                                 against the Euro and other currencies.
                                                                                                            what prompted the formation of Tourism 2023.


      regulation and             The fact that tours are now far more creatively-devised and so more
                                                                                                            Carnival UK joined with other major UK travel companies and
                                                                                                            associations (including Thomas Cook, British Airways, TUI Travel,

           taxation.”
                                 attractive to the more experienced and well-travelled passengers than      The Co-operative Travel, ABTA, and The Travel Foundation) as founding
                                 before has definitely helped sales.                                        partners of this organisation, which was set up to assess not just
                                                                                                            the future impact of tourism on the environment but also – and
                                 LOOKING AHEAD                                                              equally crucially - the impact of environmental concerns on the
                                 We received a very good offer for our oldest P&O Cruises ship              tourism industry.
                                 (Artemis) so she will be leaving our fleet in 2011, but a ship from
                                 Princess Cruises will be redeployed as a replacement continuing to         Each member has a keen awareness of its responsibility for sustainable
                                 offer an adults-only product, and will be re-named Adonia.                 tourism and the need to adapt its product offerings in the future. A
                                                                                                            consistent approach amongst all the major travel industry partners is
                                 Carnival has also revealed new-build plans for two new ships for           good for business and good for the environment.
                                 Princess Cruises, following its end-2009 placing of the industry’s first
                                 newbuild order for more than year, and a new ship for Carnival Cruise
                                 Lines in 2012.
                                                                                                                                                                                                                                                                                                                   40
                                                                                                                                                                                                                                                                                                                                    20
                                                                                                                                 1                                                                  40
                                                                                                                                                                                                                       20
                                                                                                                                                                                      5             35
                                                                                                                                                                                                                       15
                                                                                                                                                                                                                                                                                                 9                 35
                                                                                                                                                                                                                                                                                                                                    15
                                                                                                                                                                                                                                                                                                                   30
                                                                                                                                                                                                    30                                                                                                                              10
Carnival UK Cruise Report 2010                                                                                                                                                                                         10                                                                                          25                              Carnival UK Cruise Report 2010


10                               GIVING IT UP FOR A CRUISE                                                                                                                                          25
                                                                                                                                                                                                                        5                                                                                          20
                                                                                                                                                                                                                                                                                                                                      5
                                                                                                                                                                                                                                                                                                                                                                        11
                                                                                                1                                                                                                   20
                                                                                                                                                                                                                        0
                                                                                                                                                                                                                                                                                                                                      0
                                                                                                                                                                                                                                                                                                                   15
                                                                                                                                                                                                     15
                                                                                                                                                                                                                       50                                                                                          10
                                                                                                                                                                                                     10
                                                                                                                                                                                                                                                                                                                    5               60
                                                                                                                                                                                                      5
                                                                                                                                                                                          ONE IN FOUR CUT BACK40 OTHER SPENDING TO                                                                                  0
                                 The British are determined to carry on                                     How many times have you cruised
                                                                                                                                                                                                      0
                                                                                                                                                                                                                       ON                                             BIG SHIPS RULE, OK
                                                                                                                                                                                                                                                                                                                  10               50
                                                                                                            in last five years?                                                           AFFORD CRUISES                                                              Eight out of 10 prefer ships carrying at least 1,000 passengers with
                                 cruising. Even in difficult economic                                                                                       9%                            More than one in four respondents said they would reduce their              half of all respondents voting those of between 1,000 and 2,000
                                                                                                                                                                                                                       30
                                                                                                            Between five and ten                                                                    50
                                                                                                                                                                                          other expenditure to ensure they still took their main cruise holiday,      passengers (e.g. Oriana) as their ideal ship size and nearly 40
                                                                                                                                                                                                                                                                                                                                   a quarter
                                 times, cruise fans will reduce spending                                                                           13%
                                                                                                                                                                                          while more than one in three would rather pay less than they would          those of 2,000-3,500 (e.g. Ventura).
                                 elsewhere to ensure they can still enjoy a
                                                                                                            Ten or more
                                                                                                            Three
                                                                                                                                 2                                   37%
                                                                                                                                                                                                    40
                                                                                                                                                                                                                       20
                                                                                                                                                                                          normally budget for a cruise than not book one at all. More than
                                                                                                                                                                                                                                                                                                                  60                30

                                 holiday at sea at least once a year.                                       Two
                                                                                                                                                 13%                                      three-quarters also believe cruising remains as good or even better
                                                                                                                                                                                                                       10
                                                                                                                                                                                          value than it was five years ago.
                                                                                                                                                                                                                                                                                                 10
                                                                                                                                                                                                                                                                      But there does appear to be a limit to size ships can reach and still
                                                                                                                                                                                                                                                                                                                 50              20
                                                                                                                                                                                                                                                                      be popular, as just one in a 100 would consider cruising on a ship
                                                                                                            Four                                                                                    30                                                                with more than 4,000 passengers.
                                                                                                                                                       14%       14%                                                                                                                                               40               10
                                 This revelation was just one of many fascinating insights from an          One
                                                                                                                                                                                                                0
                                                                                                2
                                 extensive online survey of cruise passengers carried out for Carnival UK                                                                                 How important is your main cruise holiday to you?                           And there is still a significant market for smaller ships with one in five
                                                                                                                                                                                                20                                                                                                                 30
                                 by leading UK cruise retailer www.cruise.co.uk.                                                                                                                                                                                      wanting to cruise on ships carrying less than 1,000 passengers. 0

                                 Nearly 5,000 responded to a series of questions designed to tease                                                                                        Would reduce money
                                                                                                                                                                                                      10                                                                                                           20
                                 out what these frequent passengers like (and don’t like) about             Inevitably, the preponderance of frequent cruisers answering this             spent on cruise but
                                 cruising today.                                                            survey has slightly skewed the age-groups featured, which show nine           still cruise 0                                                                                                           10
                                                                                                            in 10 being 46 or older.40 means the survey does not entirely
                                                                                                                                      This                                                                                                                                                           What size (capacity) of ships
                                                                                                                                                                                                                                    28%                                                                           0
                                 Nearly half the respondents cruise once a year while more than a third     reflect the fast-growing, family market in the UK.                                                                                                                                                                80
                                 cruise more than once. This means that more than half have cruised
                                                                                                                                      35
                                                                                                                                                                                            6
                                                                                                                                                                                          Would cruise less
                                                                                                                                                                                          frequently
                                                                                                                                                                                                                                                       37%                                           do you prefer?
                                                                                                                                                                                                                                                                                                                  11          70
                                 between five and 10 times over the last five years with one in seven                                 30
                                 having cruised more than 10 times.                                                                                          Age of survey                                                                                                                           1,000-2,000 passengers 60
                                                                                                                                      25                     respondents                  Would reduce other                               35%                                          50           2,000-3,500 passengers
                                 About 59% of the cruises they have taken over the past five years                               3
                                                                                                                                 40   20
                                                                                                                                                       40
                                                                                                                                                                                          expenditure to keep                                          40                                                                     50
                                                                                                                                                                                                                                                                                                     Fewer than 1,000 passengers
                                 were with Carnival UK brands.                                                                                               55-65                        cruising                                                                                                   3,500-4,00080
                                 Do you normally cruise...?
                                                                                                                                 35   15
                                                                                                                                         5             35    66+                  6                                                  9                 35                               40
                                                                                                                                                                                                                                                                                                 11
                                                                                                                                                                                                                                                                                                                  passengers 40
                                                                                                                                                                                                                                                                                                     Fewer than 500 passengers
                                                                                                                                                                                                                                                                                                                 70
                                                                                   6%                                            30   10                                                                                                               30                                                                     30




                                                                                                                                                                                                                                                                     % of respondants
                                                                                                                                                       30    46-55                                                                                                                                   4,000-plus passengers
                                                                                                                                                                                          POOLS, THEATRES, RESTAURANTS AND TOURS THE KEY                                                30                       60




                                                                                                              % of respondants
                                 Once a year                                15%                                                  25    5                     36-45                                                                                      25                                                                    20
                                                                                                                                                       25                                 CRUISE ELEMENTS
                                 More than once a year
                                      1                                                         3
                                                                                              45%
                                                                                                                                 20    0
                                                                                                                                                       20
                                                                                                                                                             18-35                                                             50
                                                                                                                                                                                          Asked to prioritise the facilities and activities offered on ships, they
                                                                                                                                                                                                                                                        20
                                                                                                                                                                                                                                                                                        20
                                                                                                                                                                                                                                                                                                                   50               10
                                 Once every two years                                                                                                                                     rated swimming pools, theatres, restaurants and shore excursion                                                          40                 0
                                                                                                                                 15                                                                                                                      15
                                 Once every three years                                                                                                15                                 programmes the highest while kids’ pools and the bars also ranked
                                                                                                                                                                                                                               40
                                                                              34%                                                10                                                       near the top. Climbing walls and ice rinks were down their list of                            10                         30
                                                                                                                                                                                                                                                        10
                                                                                                                                                       10                                 priorities, though, as were - more surprisingly - spas and shops.
                                                                                                                                  5
                                                                                                                                      40                5
                                                                                                                                                                                                           7                 30                          5
                                                                                                                                                                                                                                                                                                                   20
                                                                                                                                                                                                           50                                                                            0                         10
                                                                                                                                  0                                                                                                                      0
                                                                                                                                      35                0                                                                    20                                                                                     0
                                                                                                                                  4   30                                                                   40
                                                                                0
                                                                                                                                                                                                              50                                                                                                10
                                                                                                    0
                                                                               50                                                                                                                                                                                                                                 0
                                                                                                                                                                                                              40
                                                                                                                                                                                      60
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                                                                  Carnival UK Cruise Report 2010
                                                                               40
12                                                                             30
                                                                                                   40
                                                                                                   35
                                                                                                                                                                          10          7
                                                                                                                                                                                      50                      30
                                                                                                                                                                                                                                                                                                                                                                     13
                                                                                                                                                                                      40                      20

   2                                                                           20   4              30
                                                                                                                                                                                      30
                                                                                                   25                                                                                                         10

                                 NO XENOPHOBIA AMONG CRUISE FANS 10                                  20   CRUISING FROM THE UK STILL NUMBER ONE                                       20   For the ex-UK fans, it is a combination of luggage restrictions on        For flycruisers, it is the prospect of more interesting itineraries and
                                 Although nearly a third of passengers prefer ships to have               Half of those surveyed prefer to cruise from a UK port rather than fly                  0
                                                                                                                                                                                           flights, airport delays, cramped aircraft seating and a general dislike   better weather that are the main reasons for choosing this style of
                                 predominantly British passengers, almost as many (more than a       15   to join the ship, whereas only one in six prefer flycruises with the rest   10   of flying which tips the balance.                                         cruise, with the greater range of shorter cruises, options to flycruise-
                                                                                 0
                                 quarter) want a mix of British and American passengers and a similar10   happy with either option.                                                                                                                                  and-stay and the lack of a UK cruise homeport within driving range
                                 number do not mind where the other passengers come from.                                                                                              0                                                                             of their home also contributing to their flycruising preference.
                                                                                                     5
                                                                                                     0

                                                                                                                                                                                                              35                                                                        40
                     40                                                                                                                                                     40
                     35
                                                     6
                                                                         28%
                                                                                                                                                            5                         8
                                                                                                                                                                                      80                      30
                                                                                                                                                                                                                                                         9                              35

                     30
                                                                                            31%                                                     33%                   11
                                                                                                                                                                           35
                                                                                                                                                                         50%          70                      25                                                                        30
                                                                      2%                                                                                                    30




                                                                                                                                                                                           % of respondants




                                                                                                                                                                                                                                                                     % of respondants
                     25                                               4%                                                                                                              60                                                                                                25
                                                                                                                                                                            25                                20
                                                                         8%                                                                            17%
   3                 20                                  1
                                                                                     27%
                                                                                                                                                                            20
                                                                                                                                                                                      50
                                                                                                                                                                                                              15
                                                                                                                                                                                                                                                                                        20

                     15                                                                                                                                                               40                                                                                                15
                                                                                                                                                                            15                                10
                     10                                                                                                                                                               30                                                                                                10
                                                                                                                                                                            10
                                 Do you prefer ships with....?                                            Do you prefer to cruise from the                                                                     5                                                                         5
                       5                                                                                                                                                              20
                                                                                                          UK rather than fly to the ship?                                     5
                                                                                    50                                                                                                10                       0                                                                         0
                       0         Predominantly British passengers                                                                                                             0
                                 A mix of British/American passengers                                     Yes                                                                          0
                                 Predominantly international passengers             40
                                                                                                          No                                                                50             If yes, is it because of...?                                                                  If no (i.e. prefer fly cruising), is it because of?
                                 Predominantly European passengers                                        Don’t mind                                                                                                                                                                    60
                      40
                                 Predominantly American passengers  7               30
                                                                                                                                                                            40             Luggage restrictions on flights                                                               More interesting itineraries

                      35
                                 Don’t mind                                                                                                                                                You don’t like flying                                         10                             50
                                                                                                                                                                                                                                                                                         Guaranteed better weather
                                                                                    20                                                                                                     Airport delays                                                                                UK port too far away to drive to
                                                                                                                                                                            30
   4                  30                                                                                                                                                                   Cramped seating on flights                                                                   40
                                                                                                                                                                                                                                                                                         More seven-night cruises available
                                                                                    10
                      25
                                                         2                                                                                                                  20             Lack of customer service on low-cost airlines                                                 Option of cruise and stay
                                                                                                                                                                                                                                                                                        30
                      20
                                                                                        0                                                                                                                                                                                               20
                                                                                                                                                                            10
                      15
                      10                                                                                                                                                                                                                                                                10
                                                                                                                                                                              0
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                                         Carnival UK Cruise Report 2010


14                                                       40
                                                                                                                                                                                                                                                                                                                                           15
                                 9                       35
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                                                         25
                                       DESTINATION RATHER THAN PRICE IS THE DECISION-MAKER                         ENTERTAINMENT - ALL A MATTER OF TASTE                                                  Some star names mentioned - such as mentalist Derren Brown
                                           20
                                       When it comes to deciding which cruise to book, the itinerary is the        The variety of views on what entertainers (and entertainment) should                   (P&O Cruises) and singer songwriter James Taylor (Cunard Line) - have
                                       most important element for twice as many people as those who make
                                            15                                                                     be staged on cruise ships is clearly illustrated by the answers to the                 already starred on ships.
                                       that decision primarily on price. The cruise line is key for about one in   question that saw Peter Kay emerge as top of the star wish list (he
                                           10
                                       seven and the individual ship for just one in 16.                           came top with just 5% of the votes and, as well as the others in the                   There were a number of calls for more tribute bands (Pink Floyd,
                                                                                                                   top 15, there were hundreds of other names suggested).                                 Bon Jovi, Rolling Stones etc) to be featured, something which is
                                                          5
                                       When price does come into the equation, two-thirds are more                                                                                                        also already being addressed by cruise lines (see feature later in
                                            0
                                       motivated to book by a straightforward discount while nearly a third        Which entertainer would you like to see star                                           this report).
                                       are more influenced by added value such as free car-parking.                on a cruise ship?
                                                                                                                                                                                                          But the modest and unassuming Piers Morgan and Jonathan Ross plus
                                                                                                                                                                                                          “chilled out entertainer” David Brent (AKA Ricky Gervais) will no doubt
                                                                                                                   Top 15 Choices
                                                                                                                                                                                                          be disappointed to receive just a handful of votes.
                                                         60                                                        1. Peter Kay
                                                                                                                                                                                                                                                                                    “About 59% of the cruises they have taken
                                 10                      50
                                                                                                                   2. Michael Mcintyre                                                                    Other respondents suggested they either already enjoyed or would


                                                         40
                                                                                                                   3. Michael Buble
                                                                                                                   4. Susan Boyle
                                                                                                                                                                                                          like to see the following on cruise ships:
                                                                                                                                                                                                          ❚ all the X Factor finalists                                              over the past five years were with Carnival
                                      % of respondants




                                                                                                                                                                                                                                                                                    UK brands.”
                                                                                                                   5. Jane McDonald                                                                       ❚ anyone from Strictly Come Dancing
                                                                                                                                                                                                          ❚ pianists or string quartets
                                                         30                                                        6. Ken Dodd
                                                                                                                                                                                                          ❚ classical musicians
                                                                                                                   7. Rod Stewart                                                                         ❚ full orchestras
                                                         20                                                        8. Shirley Bassey                                                                      ❚ dance bands
                                                                                                                   9. Cliff Richard                                                                       ❚ modern comedians
                                                         10
                                                                                                                   10. Katherine Jenkins                                                                  ❚ American and Irish country music

                                                          0                                                        11. Victoria Wood
                                                                                                                                                                                                          As if this wide and sometimes conflicting range of tastes and wish-
                                                                                                                   12. Billy Connolly
                                         What is the deciding factor when you buy a cruise?                                                                                                               lists did not make life challenging enough for those responsible for
                                                                                                                   13. Tom Jones                                                                          planning on board entertainment, there were also a rather disturbing
                                                                                                                   14. Michael Ball                                                                       number of requests for Elvis, Frank Sinatra, Les Dawson and others
                                         Destination/itinerary
                                                                                                                   15. Stephen Fry                                                                        who now top the bill on that great cruise ship in the sky.
                                         Price
                                             80
                                         Cruise line
                                 11
                                                                                                                   During one week in January, 2010, www.cruise.co.uk carried out an online survey
                                         Ship                                                                      for Carnival UK into what regular cruisers like (and don’t like) about cruising. The
                                             70
                                                                                                                   survey was completed by 4,764 respondents although not all of them answered
                                         Special occasion                                                          each question. www.cruise.co.uk is a leading UK cruise retailer and its website
                                             60
                                                                                                                   contains 58,000 independent passenger cruise reviews and comments.
                                                         50
                                                         40
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                                                         Carnival UK Cruise Report 2010


16                               CARNIVAL UK                                                                                                                                                                                                                                                                                                                17
                                 BY COMMERCIAL DIRECTOR NIGEL ESDALE




                                 2009 was a challenging trading year just                                   These have been used selectively by our brands in the past, but our      This co-operative advertising with travel trade partners had brought
                                                                                                            trade partners confirmed that it was one of the most successful          in first-time cruise passengers and is an example of our symbiotic
                                 as we had expected it to be following the                                  tools for closing sales in a nervous marketplace. It was particularly    relationship with the trade which was highlighted throughout 2009
                                                                                                            attractive for first-timers although past passengers also appreciated    as we were in constant communication over promotions, advertising,
                                 collapse in the economy and consumer                                       the offers as they had an even better understanding of the benefits      incentives and sales targets.
                                 confidence in the last quarter of 2008.                                    they represented.
                                                                                                                                                                                     Towards the end of the year, we ramped up our marketing and sales
                                                                                                            By adding £100 or £150 per person on board credit, cruises became        activity to support the extra P&O Cruises capacity being added by the
                                 At that stage, bookings had slowed right down leaving us challenged
                                                                                                            effectively all-inclusive for some passengers. This kind of certainty    new Azura in 2010.
                                 by the early European cruises in the 2009 calendar which were left
                                 without some of their usual early bookings.                                about their overall holiday bill was clearly exactly what they wanted.

                                                                                                            We did have to work harder throughout the year to secure bookings,
                                                                                                                                                                                     In the context of that ship’s imminent arrival, it was encouraging
                                                                                                                                                                                     to see all our world cruises sailing full from Southampton at the
                                                                                                                                                                                                                                                                “This kind of
                                                                                                                                                                                                                                                                certainty about their
                                 Ocean Village’s winter Caribbean cruises were probably impacted
                                                                                                            using more of the whole range of marketing and promotional               beginning of 2010.
                                 even more, this time because of their shorter lead-in which
                                                                                                            activities.
                                 meant that the economic downturn had coincided with their
                                 key booking period.
                                                                                                            “We found that on
                                                                                                                                                                                     We were still using on board credit offers but pricing had not fallen as
                                                                                                                                                                                     low as it had done at the start of 2009 so, by the end of the year, we
                                                                                                                                                                                     had good reasons to be optimistic about 2010.
                                                                                                                                                                                                                                                                overall holiday bill
                                 But overall there was little difference between the sectors - from lower
                                 to higher priced brands - in terms of the consumer response.
                                                                                                            board credit offers                                                      As well as the improving yields and volumes, we believed (and still do)
                                                                                                                                                                                                                                                                was clearly exactly
                                 There was concern and uncertainty across the board, which gradually
                                 improved as the year went on and people realised that not everyone         were particularly
                                                                                                                                                                                     that many of those people who did forgo their holiday in 2009 would
                                                                                                                                                                                     be back in the market for one in 2010.                                     what they wanted.”
                                 was going to lose their job.

                                                                                                            effective”
                                                                                                                                                                                     Then came the ‘Big Freeze’ which caused a hiatus in bookings over
                                                                                                                                                                                     Christmas and into the New Year. Footfall on the high streets dropped
                                 As a result we did see a gradual improvement, with prices hardening
                                                                                                                                                                                     because of transport problems and deliveries of direct mailshots from
                                 and volumes increasing in the run up to Christmas.
                                                                                                            In particular, there was an increase in the high visibility newspaper    our brands and travel agents were delayed.
                                                                                                            advertising which has been so effective in driving up the volumes we
                                 At the start of 2009, we had obviously needed to use discounting to
                                                                                                            have needed to support the capacity that is being added to the cruise    We remained confident, though, that once the weather improved,
                                 attract bookings. With people concerned about their overall holiday
                                                                                                            market every year.                                                       it would release the pent-up demand we believed to be in the               * This offer applied to P&O Cruise only and was in place during the
                                 budget and not just the ticket price, though, we found that on board
                                                                                                                                                                                     marketplace and, helped by the newly-introduced Cruise Ahead*              WAVE campaign. It offered a 5% incremental discount for people
                                 credit offers were particularly effective.
                                                                                                                                                                                     promotion, this is indeed what began to happen as soon as the worst        who paid the full balance for their holiday at the point of booking.
                                                                                                                                                                                     of the cold weather disappeared from most parts of the UK.                 Specific terms & conditions applied to this promotion.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                                                    Carnival UK Cruise Report 2010


18                               CUNARD LINE                                                                                                                                                                                                                                                                                                          19
                                 BY PRESIDENT AND MANAGING DIRECTOR PETER SHANKS




                                 Cunard Line achieved a better than
                                 expected result in 2009 both globally
                                                                                                             We did more co-operative promotion with our travel partners but
                                                                                                             what also paid off was our decision to speak to our customers -
                                                                                                             particularly past passengers - much more often to keep them up to
                                                                                                                                                                                           “In hard times,   The Cunard Sale has just been repeated for 2010, which we expect
                                                                                                                                                                                                             to be a year where our guests feel more confident. We are slightly
                                                                                                                                                                                                             ahead in terms of advance bookings mainly because of the strong
                                                                                                                                                                                                                                                                                        Introducing Queen Elizabeth in October will give us the youngest
                                                                                                                                                                                                                                                                                        fleet of any cruise line albeit one where all the ships have the same
                                                                                                                                                                                                                                                                                        standards and iconic features such as the traditional grills.

                                 and in the UK where we maintained our
                                                                                                             date on offers, new products and opportunities.
                                                                                                                                                                                       people always turn    demand for the early cruises of Queen Elizabeth from Southampton
                                                                                                                                                                                                             to the Mediterranean, Northern Europe and the Caribbean at the             This will be the second largest (after Queen Mary 2) Cunarder ever
                                 healthy even split between repeat and                                       We were not necessarily reducing prices each time, just keeping them
                                                                                                             informed because it became clear that people were taking longer          more to strong, long   end of the year and its world cruise at the start of 2011.                 built and the third new Cunard ship in six years.

                                 new-to-brand passengers.                                                    over their buying decisions so we needed to keep our products in                                The British have become the largest single buyers of our full world        Queen Elizabeth will also have some unique features and continue

                                 It helped that we had less capacity with the departure of QE2 at the
                                                                                                             front of them over a longer period of time.                               established brands    cruises which we do design to be more cosmopolitan than others in
                                                                                                                                                                                                             the marketplace.
                                                                                                                                                                                                                                                                                        the tradition of earlier Cunard liners bearing the “Elizabeth” name.
                                                                                                                                                                                                                                                                                        The ship’s arrival will also open up more deployment options.
                                 end of 2008 and the arrival of the new Queen Elizabeth not due until
                                 the end of this year.
                                                                                                             We did see a trend towards taking shorter cruises, with 16-night
                                                                                                             Mediterranean cruises something of a harder sell. The transatlantic             such as ours”   Their itineraries enable North Americans to take them New York-New         Queen Victoria will be offering Mediterranean flycruises in autumn
                                                                                                             voyages are mainly bought as seven-night holidays so they did well                              York or Florida-Florida round-trip and we also deliberately sell sectors   2010 and following them with its first-ever Caribbean, Panama Canal
                                 Also, because our customers have generally booked further ahead             and were helped by the now well-established reputation of the iconic                            to local markets in places like Australia and Japan to create a global     and Hawaiian flycruise programme.
                                 than for most other lines, we already had a lot of 2009 bookings in         Queen Mary 2.                                                                                   feel on board to match the itinerary.
                                 the bag when the recession hit in the last quarter of 2008.                                                                                                                                                                                            People do tend to see Cunard Line as a transatlantic and ex-
                                                                                                             It does depend on deployments but the UK is usually our largest single                                                                                                     Southampton specialist but we want it to be recognised as much
                                 But there was still a lot of work to do to fill the two ships and here we   source, supplying about half the passengers. About a third come                                                                                                            more diversified. This will come through the wider deployment and
                                 were helped by the fact that, in hard times, people always turn more        from North America with the rest sourced from other international                                                                                                          itineraries afforded by the three ship fleet.
                                 to strong, long-established brands such as ours.                            markets led by Germany and Australia.
                                                                                                                                                                                                                                                                                        We also want our image broadened from simply that of a cruise
                                 Cunard Line will always be a premium and luxury brand but we also           Having such strong support from worldwide markets is a real                                                                                                                company with a long history and strong heritage to incorporate
                                 decided that 2009 was a year for emphasising value.                         strength and the resulting cosmopolitan mix of guests really                                                                                                               the modernity of our ships and product appeal delivered by the
                                                                                                             appreciate the diversity.                                                                                                                                                  youngest fleet in the world.
                                 We did this mainly through the Cunard Sale which ran from December
                                 1 2008 to the end of February 2009 (our Wave period) and was                The markets did perform differently as the economic crisis developed                                                                                                       That is why you see a 171-year-old brand embracing the new
                                 modelled on the Harrods Sale concept of high quality product being          globally from 2008 into 2009. The USA went much earlier into                                                                                                               social media. Our www.wearecunard.com website with its blogs is
                                 sold at value for money but not bargain basement prices.                    recession so, while bookings fell from there, the UK was still booking                                                                                                     receiving 20,000 hits a month and we are also building up strong
                                                                                                             and filling the gaps.                                                                                                                                                      followings on Facebook, Twitter and Youtube.
                                 There were savings of up to £300 and the sale clearly struck a chord
                                 as we had a very strong Wave period.                                        Consumer confidence returned to North America earlier, too, but now                                                                                                           NEW SHIPS TO COME
                                                                                                             we are seeing the same thing happening in the UK, although it is too                                                                                                          October 2010 90,400t/2092-passenger Queen Elizabeth
                                                                                                             early to say how quickly the market will bounce back.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                                                                                                 Carnival UK Cruise Report 2010


20                               P&O CRUISES                                                                                                                                                                                                                                                                                                                                                       21
                                 BY MANAGING DIRECTOR CAROL MARLOW




                                 Value for money was the key message                                          We have taken show production in-house to make it easier to control        These changes helped push customer satisfaction results across          Some of our past passengers were sorry to hear of the sale of               NEW SHIPS TO COME
                                                                                                              the quality of the shows staged across the fleet. These have been          the fleet up by three points in 2009 with two ships - Ventura and       Artemis, which will leave the fleet in 2011, not least because they         April 2010 116,000t/3,092-passenger Azura
                                 to secure bookings through 2009 but,                                         modernised with a new company (Headliners) of young, energised             Oriana - achieving best-ever scores. This was probably the year’s       enjoyed the adults-only product it offered. But fears were allayed          May 2011 30,200t/710-passenger Adonia
                                                                                                              performers who are recruited ‘X factor-style’, and provide great           most important and pleasing statistic for us, with our next new ship,   when we announced that she will be replaced by Adonia (currently
                                 although there was pressure on pricing,                                      entertainment that our passengers are really enjoying.                     Azura, due to be introduced next month (April).                         Royal Princess for our sister brand Princess Cruises), which will also be
                                 we also saw evidence of some people                                                                                                                                                                                             exclusive to adults.

                                 taking the chance to trade up either by
                                                                                                              We even film the auditions the company members go through to
                                                                                                              secure their Headliners place and show it in Q&A sessions with the
                                                                                                                                                                                         Azura represents another significant increase in capacity for us but
                                                                                                                                                                                         we are happy to have it as we were encouraged by research last          This will particularly please a lot of teachers who make up a
                                                                                                                                                                                                                                                                                                                                             “Customer
                                 buying higher grade accommodation or
                                                                                                              performers, so that passengers can quiz them about their careers and
                                                                                                              life backstage and they can also watch some of the filmed rehearsals.
                                                                                                                                                                                         year which showed the market growing in 2009 and again in 2010.
                                                                                                                                                                                         In addition we saw a strong propensity among past passengers to
                                                                                                                                                                                                                                                                 significant number of Artemis passengers because - much as they
                                                                                                                                                                                                                                                                 love children - they do look forward to a complete break from them          satisfaction results
                                 booking more expensive cruises.                                                                                                                         book another P&O Cruises holiday and an even bigger intention to        come the summer holidays.
                                                                                                              We also researched our passengers’ views on dining and what they
                                                                                                              liked best on our ships. As a result, menus have been changed with
                                                                                                                                                                                         cruise among those existing cruisers who have yet to book with us.
                                                                                                                                                                                         About 60% of passengers have cruised with us before while the
                                                                                                                                                                                                                                                                                                                                             across the fleet up by
                                 The economic crisis split the population into those who were worse
                                 off because they had lost their jobs or seen their earnings reduced
                                 and those who had job security and found themselves better off
                                                                                                              some old British favourites - like the savoury course - re-introduced
                                                                                                              after a long time away. Menu choices are also changed regularly in
                                                                                                                                                                                         other 40% are evenly split between those who are new to cruising
                                                                                                                                                                                         and those who are just new to the brand.                                                                                                            three points.”
                                                                                                              both the select and main dining restaurants.
                                 because their mortgage, fuel and other costs had fallen along with
                                 interest rates. Their disposable income actually increased and some
                                 spent this on cruises.                                                                                                                                                                     Cruised with us before

                                 By the end of 2009, there was evidence across the market that people
                                                                                                              “We also saw                                                                                      20%
                                                                                                                                                                                                                            New to cruising
                                                                                                                                                                                                                            New to brand
                                 were beginning to book earlier and that some prices had started to
                                 harden. It is, though, still difficult to predict exactly how soon and how
                                 much the economy will recover during 2010 and therefore how the
                                                                                                              evidence of some
                                 cruise market will develop.
                                                                                                              people taking the                                                               60%
                                                                                                                                                                                                                  20%

                                 In this time of uncertainty, it has been important to ensure that the
                                 value message we have been promoting applies to the product as               chance to trade up.”
                                 well as the price.

                                 Like all companies, we have had to concentrate on managing costs
                                                                                                              The research also revealed that there was a strong demand for more
                                 but not at the expense of the customer experience. In fact, we have
                                                                                                              fish and other dishes perceived as ‘healthier’ so there is now a greater
                                 been upgrading probably the two most important product elements:
                                                                                                              range on the menus with seabass, for example, now right up there
                                 food and entertainment.
                                                                                                              with perennial favourites steak and lobster.
Carnival UK Cruise Report 2010                                                                                                                                                                                                           Carnival UK Cruise Report 2010


22                               OCEAN VILLAGE HOLIDAYS                                                                                                                                                                                                      23
                                 BY MANAGING DIRECTOR AND CARNIVAL UK FLEET PRODUCT & SERVICES DIRECTOR NICK LIGHTON




                                                                                                                       The state of the economy meant that                                     It reflects the new style of cruising and cruise passenger
                                                                                                                                                                                               Ocean Village brought to the UK market that its customers voted
                                                                                                                       there was an even greater emphasis on                                   for Harley Fat Boy motorbike rides in St Maarten and river tubing in
                                                                                                                                                                                               Grenada as their favourite tours.
                                                                                                                       price and value for money than usual in
                                                                                                                       the UK cruise market in 2009.                                           For summer 2010, there are cruises from both Heraklion (Crete) and
                                                                                                                                                                                               Palma (Majorca) and positioning voyages between the two, as well
                                                                                                                                                                                               as one from Palma to Singapore at the end of the summer when the
                                                                                                                       This generally worked in Ocean Village’s favour and, as well as
                                                                                                                                                                                               ship heads off to Australia.
                                                                                                                       maintaining a high ratio (more than 50%) of first-time cruise
                                                                                                                       passengers, we also saw evidence that the brand was attracting
                                                                                                                       people who would normally book cruises with higher-priced lines.
                                                                                                                                                                                               “We also saw
                                                                                                                       This meant that we did not have to indulge in deep discounting of
                                                                                                                       our own prices.                                                         evidence that the
                                                                                                                       It was also encouraging to record some of our best-ever customer
                                                                                                                       satisfaction ratings. Once it had been decided that the brand would
                                                                                                                                                                                               brand was attracting
                                                                                                                       close down at the end of 2010, it was important to continue our
                                                                                                                       investment in the product and also to maintain high staff morale so     people who would
                                                                                                                                                                                               normally book
                                                                                                                       that standards did not drop in 2009 and 2010.

                                                                                                                       A key factor in this was in ensuring that crew and staff felt secure
                                                                                                                       about their futures so the company worked hard to ensure that 99%
                                                                                                                       are now assured of jobs in other parts of the group.                    cruises with higher
                                                                                                                       About two-thirds are joining the P&O Cruises Australia operation to
                                                                                                                       which the Ocean Village ships are being switched (the first went at
                                                                                                                                                                                               priced lines”
                                                                                                                       the end of last year and the other will join at the end of 2010).
                                                                                                                                                                                               We expect strong bookings for the year as we will be promoting
                                                                                                                                                                                               “the last chance to cruise with...” while, at the same time, we will
                                                                                                                       For obvious reasons, there will be no major product changes this
                                                                                                                                                                                               begin to promote (jointly with P&O Cruises) to past Ocean Village
                                                                                                                       year although, for our last Caribbean winter season (just ending), we
                                                                                                                                                                                               passengers the options of cruises on Oceana and Ventura which
                                                                                                                       did introduce some typically ‘hairy’ new tours, notably a zipline in
                                                                                                                                                                                               offer some aspects of a casual, relaxed style of cruising.
                                                                                                                       St Kitts and a Scuba adventure in St Lucia.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                     Carnival UK Cruise Report 2010


24                               PRINCESS CRUISES                                                                                                                                                                                                                                      25
                                 BY UK DIRECTOR PETER SHANKS




                                 Princess Cruises has continued to increase                                  The Sea Princess Caribbean flycruise programme, which is tailored for      The UK now accounts for more than a quarter of international (i.e.
                                                                                                             the UK market, was also a bigger challenge than usual because higher       non North American) passengers on Princess.
                                 its share of the UK market as, despite the                                  airfares had meant price increases but we again used added value to
                                                                                                             good effect to attract bookings.                                           This is despite it sometimes being difficult to find space for British
                                 challenging market conditions in 2009,                                                                                                                 passengers on cruises which are particularly popular with North
                                 sales grew about 10%.                                                       We do not use direct consumer advertising, finding public relations,       Americans who still tend to book earlier.
                                                                                                             direct mail (either straight from us or via travel agents using their
                                                                                                             databases) e-marketing and co-operative advertising with our               That said, we have still been able to book healthy numbers of British
                                 In fact, about a third of Princess passengers now come from outside
                                                                                                             travel partners more cost-effective. This includes working on joint        passengers on cruises even those (including world voyages) made by
                                 North America, giving the brand a genuinely international profile. In
                                                                                                             promotions with travel agents, tour operators and British Airways,         each of the three smallest (700-passenger) Princess ships.
                                 turn, a quarter of these are British.
                                                                                                             which has flights to most of the more exotic places in which we
                                                                                                             operate cruises.                                                           Princess continues to make significant investment across the fleet
                                 The UK sales growth was mainly due to capacity on ex-Southampton
                                                                                                                                                                                        and this will flow into 2010. Ruby Princess, Crown Princess and
                                 cruises being increased 40% by Grand Princess replacing the smaller
                                 Sea Princess on those itineraries last summer but sales of Princess
                                 flycruises also increased.
                                                                                                              “More than 80% of                                                         Emerald Princess have built a fine reputation and, through the refit
                                                                                                                                                                                        programme, many of their features will be rolled out to other ships.


                                 This reflected the ever-growing variety of deployments the brand
                                 can offer and the very strong word of mouth business now being
                                                                                                              Princess capacity was                                                     The ‘Escape Completely’ brand positioning is now receiving warm
                                                                                                                                                                                        recognition by British passengers. They appreciate the consistent
                                 generated as more British experience the product.
                                                                                                              cruising out of North                                                     approach to product and service across all the fleet and this, along
                                                                                                                                                                                        with the widest range of itineraries offered by any cruise line in the

                                                                                                              American ports: now
                                                                                                                                                                                        UK, is leading to a growing level of repeat passengers.
                                 Hawaii was a big seller and - once again - the longer positioning
                                 voyages between different seasonal cruising regions such as Alaska
                                                                                                                                                                                        In 2010, Grand Princess repeats its Southampton cruise programme
                                 and Asia also sold well because of their unusual itineraries and extra
                                 value for money pricing.                                                     it is less than 60%.”                                                     but will have two extra departures, which does mean there is
                                                                                                                                                                                        definitely some extra ex-UK capacity for us to sell and, overall, we are
                                                                                                                                                                                        confident of continuing the steady growth in the brand’s number and
                                 We had to be more pro-active selling the cruises from Southampton
                                                                                                             In fact, it is difficult to forecast exactly how much growth will be       share of UK passengers.
                                 because of the rising level of competition out there. Rather than
                                                                                                             achieved from the UK market each year because there is so much
                                 lower prices too much, we offered added value and found that a
                                                                                                             other Princess product offered globally.                                      NEW SHIPS TO COME
                                 combination of free car-parking, coach transfers from around the UK
                                 and on board credit brought in the required bookings                                                                                                      Spring 2013 139,000t/3,600-passenger
                                                                                                             In 2002, more than 80% of Princess capacity was cruising out of North         Spring 2014 139,000t/3,600-passenger
                                                                                                             American ports; now it is less than 60% with European capacity nearly
                                 We offered these extras across the board to attract early sales but
                                                                                                             trebling its share from 7% to 18% and the exotic destinations like Asia,
                                 then just tactically thereafter. This pattern is being repeated for 2010.
                                                                                                             South Pacific and Australasia more than doubling from 12% to 26%.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                            Carnival UK Cruise Report 2010


26                               CARNIVAL CRUISE LINES                                                                                                                                                                                                                                                                        27
                                 BY MANAGING DIRECTOR UK BUSINESS LYNN NARRAWAY




                                 In Summer 2011, our newest superLiner                                      Port Canaveral is a particularly popular homeport for UK passengers        We are continuing to put the value proposition across as a large          NEW SHIPS TO COME
                                                                                                            as it is the most conveniently-located for combining cruises with stays    proportion of the flycruise price comes from the flight cost and taxes,   May 2010 130,000t/3,646 Carnival Magic
                                 Carnival Magic will operate a full season                                  in Orlando. More than 50% of our UK CCL guests opt to flycruise-and-       not the cruise element of the holiday. The cruise itself offers better    May 2012 130,000t/3,646 TBA
                                                                                                            stay and this is why the cruises attract more families than those          value than a land stay in Florida since so much more is included in the
                                 of 18 Mediterranean cruises from May to                                    from Barbados.                                                             cruise fare.
                                 October, homeporting from Barcelona.                                       We expect a double boost in 2010. The first should be from the year-       The UK market place remains very competitive and the trouble with
                                 This exciting news that Carnival Cruise Lines (CCL) is coming back for a
                                 full European season will certainly boost the brand’s profile in the UK.
                                                                                                            round ex-Canaveral cruise programme of the newest Carnival Cruise
                                                                                                            Lines ship - Carnival Dream - introduced at the end of 2009.
                                                                                                                                                                                       offering things like on board credit is that this has been overdone
                                                                                                                                                                                       and people almost expect it to be included now. We are looking at
                                                                                                                                                                                       other ways to add value including more pre-paid drinks packages for
                                                                                                                                                                                                                                                                 “We are looking at other ways to add value
                                 While we operated only a limited Europe programme for 2009, sales
                                 of the brand’s core Caribbean flycruise product continued to rise in
                                                                                                            This is our most family-oriented ship yet and we decided that the
                                                                                                            brand is strong enough in the UK to allow us to market a single ship
                                                                                                                                                                                       individual passengers as well as groups.
                                                                                                                                                                                                                                                                 including more prepaid drinks packages for
                                 the UK - by 18%.                                                           for the first time.                                                        We have also been increasing our co-operative advertising with major
                                                                                                                                                                                       tour operator partners such as Virgin and Cosmos with many one, two       individual passengers as well as groups.”
                                                                                                            We are highlighting its family cabins and innovative entertainment         or three day sales.
                                 With 2009 clearly set to be a difficult trading year, it made sense to
                                                                                                            and are effectively marketing this “floating resort” as a destination in
                                 focus firmly on the proven best-sellers so we increased our allocation
                                                                                                            its own right.                                                             In Summer 2009 we decided to adopt the new global CCL branding
                                 on Carnival Victory’s weekly ex-Barbados cruises to 100 cabins (it was
                                                                                                                                                                                       - Fun for All, All for Fun - emphasising the new cutting edge
                                 only 10 three years ago).
                                                                                                            This year’s introduction of a new online tool for agents enabling them     entertainment and dining options on new ships such as
                                                                                                            to book CCL flycruises and cruise-only should also ensure a higher level   Carnival Dream.
                                 As these cruises are sold San Juan-San Juan to North Americans, this
                                                                                                            of sales for all CCL products.
                                 was a major commitment for us since, if we did not fill them, it meant
                                                                                                                                                                                       Carnival Corporation also recently completed the $62m joint venture
                                 they would remain empty for the cruises.
                                                                                                            We will continue to do more direct marketing to our past passengers        Mahogany Bay Cruise Centre development at Isla Roatan in the
                                                                                                            as well as linking with sister brands to use each other’s databases to     Honduras. This includes a “magical flying beach chair” ride from the
                                 These cruises, though, appeal strongly to UK couples and also to
                                                                                                            ensure sales remain in the Carnival family.                                dock to the nearby beach.
                                 families in the peak summer months. Most are first-time cruisers
                                 so nearly all (98%) of UK passengers combine the cruise with a
                                                                                                            Also, having attended the first Cruise Show at London’s Excel arena        CCL still carries more passengers - 3.8m annually (including more
                                 Barbados stay.
                                                                                                            with an operator partner and been encouraged by the footfall, sales        than 625,000 children) than any other brand - and became the first
                                                                                                            made on the day and opportunities for data collection, we will be          to order a new ship since the economic downturn began when it
                                 We also saw an increase in the take-up of our short (three, four and
                                                                                                            there again in 2010 as part of a World’s Leading Cruise Lines stand.       committed to a sister ship to Carnival Dream and Carnival Magic for
                                 five night) cruises from Miami, Port Canaveral and Tampa by clients
                                                                                                                                                                                       delivery in 2012.
                                 with holidays already booked in Florida. This was despite a downturn
                                 in Florida holidays from the UK following the collapse of a major UK
                                 based airline serving the state.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                             Carnival UK Cruise Report 2010


28                               HOLLAND AMERICA LINE                                                                                                                                                                                                                                                          29
                                 BY MANAGING DIRECTOR UK BUSINESS LYNN NARRAWAY




                                 UK sales of Holland America Line (HAL)                                   Alaska remains the top-seller though and this was given a boost when         Increased competition in the UK market has also prompted us to
                                                                                                          we brought over the On Stage Alaska show last year for half a dozen          market more strongly to the database of our past passengers (and
                                 cruises nearly doubled (+88%) in 2009.                                   promotional events for 100 guests at a time.                                 those of our sister Carnival brands).

                                 This was the result of a carefully planned                               The brand still has a significant presence in Alaska for summer 2011         We have also re-launched our past passengers (Mariner) reward
                                 expansion of the brand’s presence not                                    but more HAL ships in Europe, as many as seven, will help to build its
                                                                                                          UK profile even higher.
                                                                                                                                                                                       programme to enhance the level of benefits which include on board
                                                                                                                                                                                       credit, access to speciality restaurants and discounts on                  “The age range has
                                 just in Europe but in the UK in particular.
                                                                                                                                                                                                                                                                  come down and we
                                                                                                                                                                                       wine packages.
                                                                                                          To back up our increasing UK presence in 2009 and 2010, we
                                 In recent years, HAL has focused on increasing sales from three          have been doing more consumer, affinity and co-operative direct              HAL’s UK passengers are no longer mainly mature couples - the age
                                 international markets outside North America: the UK, Australasia and
                                 The Netherlands.
                                                                                                          marketing (using agents’ own databases).                                     range has come down and we are also attracting many professionals
                                                                                                                                                                                       with older families in the summer months.
                                                                                                                                                                                                                                                                  are also attracting
                                 To support the UK push, the then brand new Eurodam came to
                                                                                                          This has highlighted on board enrichment elements such as the
                                                                                                          culinary arts courses (for children, too) and demonstrations, the free
                                                                                                          Microsoft digital workshops and new Microsoft Surface facility, which
                                                                                                                                                                                       This is partly a result of the many on board changes made not just on
                                                                                                                                                                                       the Signature class ships, but also on the other ships under the rolling
                                                                                                                                                                                                                                                                  many professionals
                                 Southampton for an overnight inaugural visit in June 2008 and
                                 then several sampler ex-UK cruises were scheduled for the UK
                                 market in 2009.
                                                                                                          allows passengers to use touch-screen technology in the Mix bars and
                                                                                                          lounges to listen to music or play games and sports.
                                                                                                                                                                                       Signature of Excellence fleet improvement programme.
                                                                                                                                                                                                                                                                  with older families in
                                 This increases to three full length UK-UK cruises in 2010 (including a   We have also been using more advertorial style advertisements
                                                                                                                                                                                       More than $525m will have been spent on this by spring 2011 and
                                                                                                                                                                                       enhancements now include new resort pool complexes, the Mix bars           the summer months.”
                                 Norwegian fjords itinerary) with our new “Signature-Class” ship Nieuw    - some of which do not even show a ship as we try to push the                and lounges and a new Italian restaurant (Canaletto).
                                 Amsterdam also cruising in the Mediterranean for the summer after        destination first. Sky TV will also be running a half hour HAL cruise film
                                 her July introduction.                                                   on its travel show during 2010.                                                 NEW SHIPS TO COME
                                                                                                                                                                                          July 2010 86,700t/2,104-passenger Nieuw Amsterdam
                                 Then the 2011 Europe programme will include as many as 11 round          In January 2010 we re-launched a totally anglicised HAL Academy
                                 trips ex UK cruises on three HAL ships.                                  ‘university’ for training agents and, following the brand’s long-
                                                                                                          established ‘green’ route, we have introduced the weekly Agent
                                 The higher profile earned by the brand in the UK has also allowed us     Source e-newsletter to advise agents of product news and give them
                                 to market more of the higher revenue/early booking cruise products       sales and marketing tips.
                                 such as Australasian, Asian and South American itineraries which are
                                 more recession-resistant than other, closer-to-home cruises.             Also newly-introduced are e-documents to replace the traditional
                                                                                                          passenger tickets and other cruise documentation. We are also using
                                 In fact, helped by the introduction of shorter, repeating itineraries    more e-brochures to replace printed ones.
                                 between San Diego and Fort Lauderdale, Panama Canal cruises
                                 showed the largest UK sales growth in 2009.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                               Carnival UK Cruise Report 2010


30                               COSTA CRUISES                                                                                                                                                                                                                                                                   31
                                 BY UK MANAGING DIRECTOR MARCO ROSA




                                 The UK will never be one of the largest                                   There was no repeat of the major route and frequency cut-backs             This has been a challenge for us but our widening range of
                                                                                                           affected by airlines in 2008. In fact, many appeared to be adding          destinations meant we could create different offers for different
                                 source markets for Costa Cruises but                                      capacity, especially to the Middle East where we have again increased      itineraries, especially as the British continued to opt for our more
                                                                                                           our programme out of Dubai.                                                exotic cruises.
                                 2009 was an example of why it will always
                                 be a key one for the brand.                                               British Airways aside, there were also more seats available over           The UK has been one of the largest markets for our Dubai cruises
                                                                                                           Christmas and New Year which helped our sales for that period.             and also accounted for a significant number of passengers on the
                                                                                                                                                                                      Asian and Indian Ocean cruises. At the same time, sales for our
                                 Not for the first time, the British showed just how important their
                                                                                                           But, as a result, the overall market picture was dominated by late sales   Mediterranean cruises also increased dramatically.
                                 annual holiday is to them. Even though the UK’s economic downturn
                                                                                                           so we did have to respond with weekly - if not daily - tactical pricing.
                                 was arguably more pronounced than that experienced in other
                                                                                                                                                                                      Even in such a price-dominated market, new ships still command
                                 European countries, Costa’s experience was that the demand for
                                                                                                           Our revenue management people have never had to work harder                a premium and we introduced two simultaneously in the summer:
                                 cruises held up much more strongly here.
                                                                                                           as it was so important to monitor sales so that prices could be            Costa Luminosa and Costa Pacifica.
                                                                                                           adjusted immediately.
                                 Our UK sales rose again so that we are now attracting about treble the
                                                                                                                                                                                      Following the introduction last month (February) of our latest new
                                 number of UK passengers than we did four years ago.
                                                                                                           Rather than simply cut prices, we preferred to give added value with       ship - the 92,600-ton/2,260-passenger Costa Deliziosa, our next new
                                                                                                           on board credits, including drinks, free upgrades etc.                     ships are due in 2011 and 2012.
                                 This is despite our decision to concentrate solely on flycruising and
                                 leave UK-UK cruises to our sister brands within Carnival.
                                                                                                           We saw an increase in sales coming through online but these were           In the meantime, Costa Deliziosa will boost the fleet in a year when
                                                                                                           almost entirely via agents - our direct business from consumers is still   we expect to be operating in a similar UK marketplace to last year.
                                 However, 2009 was undeniably a difficult year with the usual booking
                                                                                                           only 5% of the total.
                                 pattern turned on its head. Instead of receiving a larger proportion
                                                                                                                                                                                      The impact of the economic downturn is still being played out and
                                 of our sales in January and generally seeing cruises booked well in
                                                                                                           We have not, as yet, used the social networks as a marketing tool, but     we do not see people’s new cautious attitude towards spending
                                 advance, customers were determined to wait because they believed
                                                                                                           we can see their potential, so we also plan to move into that area, too.   changing very much.
                                 booking later would mean cheaper prices.

                                                                                                           We are also continuing to increase the co-operative advertising we         It is clearly going to be another difficult year but we are confident
                                 This was the pattern across the travel industry, not just in the cruise
                                                                                                           do with our trade partners. These (including Virgin Holidays, Cruise       of again meeting the challenge and seeing another year of

                                                                                                                                                                                                                                                              “Costa’s experience was that
                                 sector, and it was accelerated by the airlines in particular with flag
                                                                                                           Thomas Cook, TUI, ROL, Cruise Club UK, Travelsphere, Emirates Tours        increased sales.
                                 carriers offering late deals such as £99 return fares to Singapore.
                                                                                                           and Qantas Holidays) are constantly asking for offers to differentiate
                                 Our Prontoprice system, which offers exclusive deals for early-bookers,
                                 did bring in some early business and we did also benefit from those
                                                                                                           their Costa flycruise packages.
                                                                                                                                                                                         NEW SHIPS TO COME
                                                                                                                                                                                         October 2011 114,200-ton/3,012 passenger Costa Favolosa
                                                                                                                                                                                                                                                              the demand for cruises held
                                                                                                                                                                                                                                                              up much more strongly here.”
                                 lower airfares.
                                                                                                                                                                                         April 2012   114,200-ton/3,012 passenger Costa Fascinosa
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                    Carnival UK Cruise Report 2010


32                               THE YACHTS OF SEABOURN                                                                                                                                                                                                                                                               33
                                 BY VICE PRESIDENT EUROPE, MIDDLE EAST AND AFRICA ANDREW MAGOWAN




                                 Introducing the first of three new ships
                                 in three years bang in the middle of the
                                                                                                           In fact, we now have regular calls from agents and tour operators
                                                                                                           wanting to start selling our cruises - something which has never
                                                                                                           happened in the past and has clearly been driven by interest in the
                                                                                                                                                                                       This is something we do not want to happen, hence the multi-million
                                                                                                                                                                                       dollar refits of Seabourn Pride, Seabourn Spirit and Seabourn Legend.     “UK sales in 2009 not only increased over
                                 most severe economic crisis of recent
                                                                                                           new ships.                                                                  The first two have already been completed and this autumn Seabourn
                                                                                                                                                                                       Legend will experience the same makeover involving new furniture,
                                                                                                                                                                                                                                                                 2008 but their growth even outstripped the
                                 times was always going to be a challenge,                                 We are using more direct mail, often with our travel partners, and
                                                                                                           have a presence on Facebook and Twitter. Social networking sites are
                                                                                                                                                                                       flooring and other decorative changes to the public rooms and decks
                                                                                                                                                                                       that is designed to reflect themes on Seabourn Odyssey.                   capacity hike from the new ship.”
                                 but we had good reason to be confident                                    a medium where impact is difficult to measure but it is a relatively
                                                                                                           inexpensive option so we believe it is something in which it is worth       The idea is to give the original ships the same contemporary feel that
                                 that we would rise to it.                                                 investing the time.                                                         has already proved so popular on the new ship.

                                 A new ship always stimulates increased consumer curiosity and media       Like everybody else, we have had to react to price pressures in the         These ships will now concentrate on the more exotic destinations
                                 interest but Seabourn Odyssey was also designed to take ultra-luxury      marketplace. That said we were able to command a “new ship” price           (such as the deployment of Seabourn Pride on year round Asia
                                 cruising to a new level and open it up to a broader market.               premium for Seabourn Odyssey once the ship was into its stride. Its         itineraries) and the smaller, offbeat ports of call for which they were
                                                                                                           greater range of accommodation means that the average per diem is           originally designed.
                                 It also gave us a ship with suites that have the much sought-after        higher in any case.
                                 full-size balconies, the absence of which from our other ships has - we                                                                               For the UK market, we expect an even bigger boost from the arrival
                                 know - deterred some people from booking our cruises in the past.         During 2009, 50% of all our guests were new to the brand and,               of the next new ship, Seabourn Sojourn, because this will be named
                                                                                                           despite the lack of specific facilities for children on our ships, we are   in London (Greenwich) this summer and will then go on to cruise in
                                 The extra capacity the ship has brought since its introduction last       attracting more families.                                                   Northern Europe with three UK departures - including one round-trip
                                 summer has also allowed us the flexibility to invite more travel                                                                                      Dover-Dover cruise.
                                 agents, tour operators and journalists on board - a vital development     Mediterranean cruises remains the number one seller for the UK
                                 as word of mouth remains our most cost-effective and successful           market but there was also strong support for our first world cruise         In 2011, there will be a Southampton-Southampton cruise and the
                                 marketing tool.                                                           (currently being completed by Seabourn Odyssey) with about 40               longer-term aim is to have a full programme of cruises from the UK
                                                                                                           British guests taking the full voyage and even more taking sectors.         targeted at British travellers, especially those who prefer not to fly.
                                 Partly as a result - and despite not having significantly upped our
                                 marketing budget - UK sales in 2009 not only increased over 2008 but      The “halo” effect from the new ship resonated across our three other           NEW SHIPS TO COME
                                 their growth even outstripped the capacity hike from the new ship.        ships, which also operated at or near 100% throughout the year and             June 2010 32,000t/450-passenger Seabourn Sojourn
                                                                                                           UK sales for them also increased. But, with two more new ships on              June 2011 32,000t/450-passenger TBA
                                 Rather than simply spending more on advertising, we have increased        the way, there is always the danger of ending up with a two-tier fleet.
                                 our distribution network and now work with three times the number
                                 of agents we did two years ago.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                       Carnival UK Cruise Report 2010


34                                              CRUISE ENTERTAINMENT JUST THE TICKET FOR DERREN                                                                                                                                                                                          35

                                                                                                  Controversial mentalist Derren Brown                                       “We have discovered that there is a big difference between
                                                                                                                                                                             generations, even when the age difference is not great. For
                                                                                                  “won” the lottery twice last year. The                                     example, passengers in their early sixties grew up on the Beatles and
                                                                                                                                                                             the Stones while those in their late 60s are often still big band fans.
                                                                                                  first time he guessed all the winning                                      “We have put on 60s stars Jimmy James and Clem Curtis (The
                                                                                                  Camelot numbers live on TV - but didn’t                                    Foundations) to great receptions and tribute acts are also now much
                                                                                                                                                                             more acceptable.
                                                                                                  buy a ticket.
                                                                                                  The second time was a few weeks later when he found himself on
                                                                                                                                                                             “Everybody has seen a naff Elvis act and we never wanted that. We
                                                                                                                                                                             needed people who looked and sounded right and this is what is
                                                                                                                                                                                                                                                       “Passengers in their
                                                                                                  board P&O Cruises Aurora on a mini-cruise to the Continent.                happening as acts have become so much more professional.”
                                                                                                                                                                                                                                                       early sixties grew up
                                 “The atmosphere is                                               This he described on his blog as “just wonderful” and “bliss” and
                                                                                                  he wasn’t just talking about the fee he received for entertaining
                                                                                                                                                                             Tributes are not just confined to music any more, either. He said:
                                                                                                                                                                             “We even have a tribute `Billy Connolly’ who goes down a storm            on the Beatles and
                                 immediately, staggeringly                                        passengers on the cruise.                                                  even if he does have to use different material...”

                                                                                                                                                                                                                                                       the Stones while
                                                                                                                                                                             “We never book an act we have not seen live as we do not want any
                                 friendly and I met some lovely
                                                                                                  “If you like a bit of solitude,” he wrote, “there’s nothing like sitting
                                                                                                  on your balcony with a great book, overlooking the vast expanse
                                                                                                  of endless ocean. The atmosphere is immediately, staggeringly
                                                                                                                                                                             racist or sexist material.
                                                                                                                                                                                                                                                       those in their late
                                 passengers - we’ll be aiming to                                  friendly and I met some lovely passengers - we’ll be aiming to do it
                                                                                                  (cruise) again.”
                                                                                                                                                                             “We always monitor response to the acts in the customer
                                                                                                                                                                             questionnaires (CSQs) because quite often people in an audience
                                                                                                                                                                                                                                                       60s are often still big
                                 do it (cruise)again.”
                                                                                                                                                                             will laugh and applaud and look as though they have enjoyed a


                                 DERREN BROWN
                                                                                                  Not surprisingly, P&O Cruises Product Manager (Entertainment)
                                                                                                  Morgan Van Selman also felt like he had won the lottery as this
                                                                                                                                                                             comedian but then comment at the end of the cruise that they
                                                                                                                                                                             should be banned.                                                         band fans.”
                                                                                                  cruise, promoted on Derren’s headlining appearances, sold out in
                                                                                                  record time.                                                               “We also now refresh entertainment by ensuring that 30% of acts
                                                                                                                                                                             have never been on that particular ship before. This is important as
                                                                                                  He said: “We will definitely be looking to do something similar with       some ships have more frequent repeat business than others. Some
                                                                                                  more big name entertainers in the future, particularly on our              people will take four Aurora cruises in a year whereas Oceana is
                                                                                                  short cruises.”                                                            more likely to be cruised on just once a year.”

                                                                                                  He also said that passenger demographics coupled with past-                There can be big differences in the entertainment tastes of
                                                                                                  passenger research (21,000 were surveyed online in 2009) are being         passengers depending on the destination, the ship, the season and
                                                                                                  increasingly used to plan the entertainment content.                       this can even vary from one cruise to another.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                                                  Carnival UK Cruise Report 2010


36                                                                                                                                                                                                                                                                                                                  37

He said: “The average age on one 2009 Oceana cruise was 68 but          “People always compare them to the West End when the reality is       “For our 60s and 70s party nights, picture and movie quizzes,            Its Insights enrichment programme is also featuring an increasing
fell to just 48 on the next. As our systems forewarned us, we were      that there are very few shows like this in theatres any more. But     we are also spending a lot more on the props to create more              number of famous and iconoclastic characters.
able to add a tribute band to the second cruise.                        the passengers appreciate their high production values even if they   professional-looking experiences.
                                                                        might not recognise that expression.”                                                                                                          The top five celebrity speakers last year were Margaret Atwood, Bill
“We now plan just 75% of entertainment in advance but leave some                                                                              “During evenings, we no longer just have big show after big show         Bryson, John Cleese, scriptwriters Dick Clement and Ian La Frenais
wiggle room to add that last 25% when we have more updated              The other major TV influence on cruise entertainment has come         or cabaret after cabaret as we try to alternate them so that, with       (Likely Lads, Porridge, Auf Wiedersehn Pet etc) and controversial MP
demographic data on passengers.”                                        from game shows and there have been imitations - some very pale -     the more flexible dining, people can dip in and out and see what         Lembit Opek.
                                                                        of these on ships for some time.                                      interests them when it suits them.
Sourcing the right acts can be difficult, though.                                                                                                                                                                      Cleese, Clement and La Frenais were also in 2008’s top five and the
                                                                        He said: “We decided to use a company (Showstorm) which               “The range of venues on bigger ships mean we have shows every            scriptwriters return this year along with Bryson while new celebrity
He said: “There is no shortage of people wanting to perform on          acquires the full rights to replicate these shows, albeit with £250   hour or half hour and this means we need 14 artistes for a two-week      speakers include Archbishop Desmond Tutu, psychosexual therapist
ships but many are simply not good enough, especially for our larger    rather than £250,000 as the top prize.                                Ventura cruise.”                                                         Dr Ruth, motor racing broadcaster Murray Walker, other broadcasters
ships where venues are big and need someone with experience                                                                                                                                                            John Humphreys and Nicholas Owen plus MP Martin Bell.

                                                                        “Cunard Line is
and presence.”                                                                                                                                The staging of plays is back on the agenda. These have been
                                                                                                                                              featured in the past but he pointed out that cutting suitable plays      Entertainment (Steven Rivellino) replaced Military History among
“The popularity of X Factor, Pop Idol and Strictly Come Dancing                                                                               down to 50-60 minutes - the longest duration practicable on a            2009’s top five lecture subjects with the other four again
has meant a resurgence of interest in this kind of live variety
entertainment.
                                                                        also attracting big                                                   cruise - is a problem.                                                   being Maritime History (John Maxtone Graham and Bill Miller),
                                                                                                                                                                                                                       Oceanography/Meterology (Prof. Denny Whitford), Contemporary

“We are now running a `Strictly’-type interactive show on Azura’s
atrium dance floor where passengers can vote for the other
                                                                        names as part of                                                      “It is not impossible, though,” he said. “So we are looking closely at
                                                                                                                                              this area once again.”
                                                                                                                                                                                                                       issues/Politics (Jeffrey Weinberg and Ken Walsh) and Art History
                                                                                                                                                                                                                       (Christine Roussel)

passenger couples dancing.
                                                                        its new “Command                                                      The Tate Modern link with Ventura is continuing with a modified
                                                                                                                                              programme in 2010 which has a little more emphasis on the better-
                                                                                                                                                                                                                       An average 500 passengers attended the lectures and, in 2010,
                                                                                                                                                                                                                       there will be 450 speakers delivering about 800 talks. There will
“Interestingly, the big production shows for which cruising became
renowned are permanently thought to be going out of fashion but,        Performance                                                           known, more popular artists.                                             also be a new “Special Relationship Programme” which will feature
                                                                                                                                                                                                                       ambassadors, statesmen and politicians and a “Liners and Literary


                                                                        programme.”
in fact, remain one of the highest-rated on CSQs.                                                                                             He said: “When Tate Modern runs its exhibition on Comic Art (from        Programme” with top authors talking about their work.
                                                                                                                                              saucy postcards to Dali and modern comic artists) later this year, it
“This is because we have radically adapted them to changing                                                                                   will be reflected on Ventura, too.”                                      Cunard also partners with the US Juillard School of Performing Arts,
passenger tastes. This means a mix of music styles - swing, 60s, 70s.                                                                                                                                                  New York division Jazz Studies, Oxford University Science Club and the
soul etc - to create the feel-good factor that audiences want           “It does mean, though, that we can use the same music, jingles,       Cunard Line is also attracting big names as part of its new “Command     Royal Astronomical Society for concerts and talks.
to experience.                                                          stings and props so that the show looks like the one passengers see   Performance” programme. Last year, this included transatlantic
                                                                        at home even if we have entertainment staff standing in for Noel      crossing concerts on Queen Mary 2 by 70s singer songwriter icon
                                                                        Edmonds or Anne Robinson.                                             James Taylor and performances by major US and UK orchestras.
Carnival UK Cruise Report 2010                                                                                          Carnival UK Cruise Report 2010


38                                 CRUISING BY NUMBERS                                                                                      39
More than 2.5 million kilos of
                                                                                  Over 23 million cups
potatoes are consumed every year
on board the P&O Cruises,
                                       Approx 27,241 square metres
                                       of carpet is replaced on board             of teas are served to         More than 1,000
Cunard and Ocean Village
fleets (2,364,986)
                                      the P&O Cruises fleet each year,            passengers on board
                                                                                          the Princess,
                                                                                                          couples got married on
                                       which is more than the size of
                                      27 premiership football pitches
                                                                                      P&O Cruises and
                                                                                    Cunard fleets each
                                                                                                           board the P&O Cruises
                                                (27,241.34)                         year (23,572,275)       and Princess fleets in
                                                                                                                    2009 (1,064)
Over 660,000 of Carnival
   Cruise Line’s popular                                                 Over 30 nationalities
    ‘towel animals’ are                                                   represented in the
created on board Carnival                Over 2.5 million bottles of     Carnival UK fleet crew
                                     Champagne are consumed on board
     Dream each year.                    the Cunard fleet each year


Over 1 million eggs served on                                                       Over 579,000
board Ocean Village each year          In excess of 32 million                      UK passengers
(1,051,200)                             bread rolls are baked                         cruised with
                                      every year on board the                          Carnival UK
                                                                                          last year
                                            Princess fleet
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                         Carnival UK Cruise Report 2010


40                               PR CONTACTS                                                                                                                                                                                                                                                41

                                 P&O Cruises can trace its roots back to 1837 when the Peninsular           P&O Cruises                                     Ocean Village offers unconventional cruising aboard one of the best          Ocean Village
                                 Steam Navigation Company was awarded the lucrative Admiralty               Michele Andjel                                  equipped ships in its class. With no fixed timetables and no formal          Gill Haynes
                                 contract to carry mail to the Iberian Peninsula and beyond. Today                                                          dress codes, the ship has an easy-going and laid-back vibe and comes
                                 P&O Cruises combines innovation, professionalism and unrivalled
                                                                                                            T: 02380 65 6653                                packed with restaurants, pools, boutiques, more bars than there are
                                                                                                                                                                                                                                         T: 02380 65 6547
                                 experience on its fleet of seven ships dedicated to the British market.    M: 07730 732 072                                days of the week, a Karma Spa and even their own fleet of mountain           M: 07801 316 843
                                 Building on this wealth of knowledge and experience, Ventura was           E: michele.andjel@pocruises.com                 bikes for exploring each new destination. After action-packed days
                                 launched in April 2008 and will be followed by Azura in 2010 and                                                           ashore, passengers can take their pick of a wealth of on-board               Consolidated Communications
                                 Adonia in 2011. P&O Cruises offers passengers the most stylish                                                             evening entertainment ranging from stand up comedy, urban dance              PR Sam Darlaston or Marie Wardell
                                 and contemporary holidays afloat with destinations including the                                                           shows, tribute acts and even a laser aerial spectacular performed 40         T: 0207 781 2300
                                 Caribbean, South America, Scandinavia, Mediterranean, Atlantic                                                             feet above the pools out on deck. Families can also take advantage of
                                 islands and round the world cruises.                                                                                       the fantastic supervised children’s facilities on-board, including a night
                                                                                                                                                                                                                                         E: oceanvillage@consol.co.uk
                                                                                                                                                            nursery for the young ones and a separate zone for teens.



                                 One of the best-known names in cruising, Princess Cruises is a global      Princess Cruises
                                 cruise and tour company operating a fleet of 17 modern ships               Pieter van der Schee
                                                                                                                                                            Cunard is one of the oldest names in shipping and operates the               Cunard
                                 renowned for their American-style luxury, innovative features including                                                    youngest fleet in the industry. It’s ocean liners, the most famous in the    Eric Flounders
                                 Movies under the Stars, the adults only retreat, The Sanctuary and
                                                                                                            T: 02380 65 6743                                world, consist of flagship Queen Mary 2 and classic Queen Victoria.
                                                                                                            M: 07730 732 026                                The new Queen Elizabeth will join the fleet in October 2010 reducing
                                                                                                                                                                                                                                         T: 0207 940 5390
                                 wide array of choices in dining, entertainment and amenities, all
                                                                                                            E: pieter.van.der.schee@princesscruises.co.uk   the average fleet age even further. Cunard liners operate voyages            M: 07767 392 165
                                 provided in an environment of exceptional customer service. A
                                 recognised leader in worldwide cruising, Princess offers its passengers                                                    to the Mediterranean, Caribbean, Northern Europe as well as world            E: eric.flounders@cunardmail.com
                                 the opportunity to escape to more than 350 destinations around the                                                         cruises and, with Queen Mary 2, the only regular transatlantic service.
                                 globe, on all seven continents, more than any other cruise line. An
                                 award-winning cruise line, Princess Cruises was most recently voted
                                 the Best Luxury Cruise Line 2009 at the British Travel Awards Princess
                                 Cruises is a proud member of World’s Leading Cruise Lines. Our                                                             Carnival is the largest and most popular cruise line in the world, with      Carnival Cruise Lines
                                 exclusive alliance also includes Carnival Cruise Lines, Holland America,                                                   22 “Fun Ships” operating voyages ranging from three to 18 days               Virginia Webb
                                 Cunard Line, P&O Cruises, Costa Cruises and The Yachts of Seabourn.                                                        in length to the Bahamas, Caribbean, Mexico, Alaska, Hawaii, New
                                 Sharing a passion to please each guest, and a commitment to quality                                                        England, Canada, Bermuda, Europe, and South America. The line has
                                                                                                                                                                                                                                         T: +44 (0)870 626 9077
                                 and value, our member lines appeal to a wide range of lifestyles and                                                       two new 130,000-ton ships on order – Carnival Dream, set to debut            E: virginia.webb@fourcommunications.com
                                 budgets. Together we offer exciting and enriching cruise holidays to                                                       September 21, 2009, and Carnival Magic, scheduled to enter service
                                 the world’s most desirable destinations.                                                                                   in June 2011.
Carnival UK Cruise Report 2010                                                                                                                                                                                                                                     Carnival UK Cruise Report 2010


42                                                                                                                                                                                                                                                                                     43

                                 Costa Cruises is the largest Italian travel group and Europe’s favourite     Rooster PR Contacts:                          Holland America Line’s fleet of 14 ships offers nearly 500 cruises to    Vikki Moody
                                 cruise line. For over 60 years its ships have plied the seas of the world,   Lena Day / Anita Clements / Donald Ferguson   314 ports in more than 100 countries, territories or dependencies.       T: 020 7553 3700
                                 offering the best in Italian style, hospitality and cuisine and providing                                                  Two- to 108-day itineraries visit all seven continents, and highlights
                                 dream holidays with the utmost in terms of fun and relaxation. In
                                                                                                              T: 020 7953 8774                              include Antarctica, South America, Australia/New Zealand and Asia
                                                                                                                                                                                                                                     E: vikki@dsapr.co.uk
                                 2008 Costa Cruises carried about 1.2 million cruise guests, a record         E: lena.day@rooster.co.uk                     voyages; a Grand World Voyage; and popular sailings to ports in the
                                 for the European cruise industry. Its fleet has a total of 14 ships, all     E: anita.clements@rooster.co.uk               Caribbean, Alaska, Mexico, Canada/New England, Europe and Panama
                                 flying the Italian flag, each with her own distinctive characteristics       E: donald.ferguson@rooster.co.uk              Canal. A 15th ship, ms Nieuw Amsterdam, is scheduled to join the
                                 and unique style; together each year, they offer the chance to visit                                                       fleet in 2010.
                                 some 250 separate destinations in the Mediterranean, Northern
                                 Europe, the Baltic Sea, the Caribbean, South America, the United Arab                                                      Fleet-wide, the company features Signature of Excellence
                                 Emirates, the Far East and the Indian Ocean. Three more new ships                                                          enhancements, a commitment totaling more than $525 million,
                                 are due to enter service by 2012. Costa Cruises has been certified by                                                      that showcase the Culinary Arts Center presented by Food & Wine
                                 RINA (Italian Shipping Register) with the BEST4, an integrated system                                                      magazine — a state-of-the-art onboard show kitchen where more
                                 of voluntary certification of corporate compliance with the highest                                                        than 60 celebrated guest chefs and culinary experts provide cooking
                                 standards governing social accountability (SA 8000, issued in 2001),                                                       demonstrations and classes — Explorations Café powered by The New
                                 environment (UNI EN ISO 14001, 2004), safety (OHSAS 18001, 2007)                                                           York Times, teens-only activity areas and all new stateroom amenities
                                 and quality (UNI EN ISO 9001, 2008). All the ships in the Costa fleet                                                      highlighted by flat-panel TVs and plush Euro-top Mariner’s Dream Beds.
                                 have been assigned RINA’s Green Star notation certifying that they are
                                 operated in compliance with the highest environmental protection
                                 standards. Costa Cruises is an official partner of WWF Italia for the
                                 protection of the Mediterranean Sea. In Mediobanca’s 2008 survey
                                 of over 3700 Italian enterprises that recorded revenue of at least
                                 50 million euros the previous fiscal year, Costa Crociere S.p.A. ranks
                                 72nd in terms of sales and in 12th place as regards profitability. In the
                                                                                                                                                            The Yachts of Seabourn offer ultra luxurious cruising on board           The Yachts of Seabourn
                                                                                                                                                            intimate ships with a relaxed personal feel. Carrying just 208           Sadler & co
                                 “Global Reputation Pulse” 2009 international study, Costa Cruises is in                                                    passengers, Seabourn Legend, Pride and Spirit visit less-frequented
                                 4th place among Italian companies; Pulse scores are a measure of the                                                       destinations that only small ships can reach. Seabourn Odyssey will
                                                                                                                                                                                                                                     Samantha Strawford
                                 corporate reputation (in terms of trust, esteem etc) of the 600 largest                                                    launch in June 2009, her sister Seabourn Sojourn will launch in June     T: 0207 581 4111
                                 enterprises located in 32 countries worldwide.                                                                             2010 and as yet unamed newbuild in 2011.                                 E: samantha@sadlerandco.com

				
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