WOW

Royal Caribbean's WOW Campaign finished yesterday, and from Ideal Cruising's perspective it was a big hit. So many marketing campaigns drag on and on and on. How often do you see the "book now to avoid disappointment" line when in fact there are thousands of seats or cabins left to sell? This however was a genuine 2 day sale, offering $200 of onboard spend. There was plenty of notice to travel partners such as ourselves that it was coming, giving us time to plan how to promote it to our customers with maximum effect. This was an intense two day sale, finishing on a high. In the current market conditions this is exactly what is needed. The market needs stimulating. People need to be given a compelling reason to part with their cash.

National Cruise Year

Did you know we are 3 days in to National Cruise Week? There seems to be a national this day and national that week for just about everything it seems. The idea of course is to concentrate and focus awareness campaigns of the benefits of cruise holidays around one date. However you would have to be something of a hermit not to be aware of cruising, and thanks to all the numerous cruise launches promoted by high profile or celebrity "god-mothers" we are regularly seeing the glitz and glamour of cruise ships on TV or in the press. National Cruise Week is supposed to highlight the great variety and value of cruise holidays, but to be honest I think it should changed to National Cruise Year, due to the unprecedented volume of cruise capacity on the market and subsequent glut of great value deals out there. Of course it won't last for ever, as new ship builds are drawing to a close, and even the gloomiest of economist say that we will be back to normal growth by 2012 at the latest. So make the most of what is left of National Cruise Year!

New boss faces same old challenge

I met with the new UK boss of Royal Caribbean, Dominic Paul, last week. Dominic comes from the airline industry and had never been on a cruise until 2 weeks ago, when he tried Royal Caribbean out for the first time. He was pleasantly surprised with the experience and admitted to me that he had never really contemplated taking a cruise before. It's interesting that despite the PSA's (Passenger Shipping Association) PR efforts and the marketing crusade led by Royal Caribbean to try to change people's perceptions about what a cruise is all about, many people still see cruising as traditional and something they would only contemplate when they are retired. Having been on a Royal med cruise in August last summer, I know that the customer profile on such cruises is hugely diverse, with as many as 3 generational families on board. Royal Caribbean have led the way with their product innovations, but there is still a long way to go to change the public's general perceptions of cruising, and I'm not sure that Royal Caribbean on their own can do this. In my opinion the cruise industry's body, the PSA, is not equipped to do this either, both in terms of resources and general outlook. However if cruise lines want to grow the total market, they are going to have to do something to change general perceptions.

Soft market conditions

Yesterday TUI announced a drop in it's margins across a generally weaker summer holiday market. Today it was the turn of the other travel giant Thomas Cook to report softer trading conditions in the UK. Customers are booking later and looking for keener prices. It's not hugely different in the cruise sector right now, although there has always been a trend towards booking further in advance with cruise. We are currently experiencing a mix of business with late summer deals but also healthy demand for 2011. The common theme is customers looking for even more value for their hard earned money, and that's where our focus is right now - hunting out those extra special deals to satisfy the appetites of our bargain hunting customers.

The Bank of England has just published it's latest economic forecasts and has downgraded it's growth figures for this year. This coincides with the latest consumer confidence index dropping from 66 in May to 56 last month. There's no doubt that the Government's austerity measures are spooking many people. However with the cuts and general fiscal tightening to come, it appears even more likely that interest rates will remain at rock bottom for the rest of the year, which to many people is the single biggest determinant on their disposable incomes. Good news for home owners with mortgages, but not so good for savers. Either way, it's a great time if you are looking for a cruise deal - there's plenty out there.

MSC Feedback

Here at www.idealcruising.co.uk we have just surveyed all our customers who sailed on MSC this summer. We wanted to know what UK customers thought of the Italian cruise line, as some customers had expressed concerns about the on board experience. Overall the results showed that customers perceived their cruise holiday as being good value for money, but there were some interesting comments. The MSC ships were generally well received, especially the new ships which have been operating in the Med this summer. The less positive feedback was regards to the on board announcements being in many different languages and Italian being the lead language - well it is an ITALIAN cruise line after all! The lack of complimentary tea and coffee, plus on board entertainment was another area of disappointment, where trying to appeal to a multi-lingual audience can be challenging. Otherwise the itineraries were well received and most customers felt they had received good value for money. Some people actually like being surrounded by guests from different countries and cultures, whereas others like things to be very British. Personally when I'm on holiday and I see a sign for Fish and Chips or John Smiths bitter I run a mile.

Pre-Paid Gratuities

A hot topic of debate in the office this week is over pre-paid gratuities. Royal Caribbean/Celebrity Cruises are on a mission to get cruise agents to get a higher percentage of customers to pay their tips upfront. The reason being that apparently the Brits are not as generous as tipping as the Americans, and Royal Caribbean's on board staff are disgruntled at their loss of income. I think part of the issue is that Americans are more regular cruisers and know that you have to tip at certain amounts (Royal Caribbean actually recommend $9.95 per person per day), whereas the Brits are not quite so au-fait with the protocol. Some of our customers are happy to pre-pay - they know it's done and don't have to budget for it as part of their holidays; others however take offence to the thought of tipping before they've received the service. You do get flexible dining times by pre-paying gratuities which is an added benefit. The debate continues though.

Unique New York stay with Bermunda cruise

Travelling this September, 11 nights including 3 free nights and NYC and upgrade from Outside to Balancy on the wonderful Holland America. I'm thinking of going on this one, it's so good. My cousin lived in Bermuda a few years back, it's only a tiny island, but lots of sunshine and very laid back. Lots of insurance companies base there now, but don't let that put you off!
www.idealcruising.co.uk/cruise-special-offers-820.html

Havana's a must go

For anyone looking for a unique experience on a cruise, I'd strongly recommend an itinerary that includes Havana, capital of Cuba, not just the biggest island in the Caribbean but by far the most interesting. In Havana you can witness life in one of the few remaining Communist countries in the world. You can also see the previous Spanish colonial influence with the stunning yet crumbling architecture. There's just no money available to restore the buildings, but almost that's what give Havana's old town it's unique look and feel. The images you see of Havana with 1950's American cars driving around is actually very real, yet there is something surreal about the whole place. The legendary Fidal Castro has now handed over the running of the country to his "younger" brother, who will be 80 next year! Change will be coming to Cuba when a new generation takes over, so I'd recommend you go see it before it changes. If you dislike loud Amercians then Cuba' s the place for you as they don't let them in (even the quiet ones!). Subsequently it is only non-US cruiselines that can call in to Havana, so it's Fred Olsen, Thomson and specialist Voyages of Discovery.

Culinary Arts

Watching the World Cup Final on Sunday night reminded me of my night on board MS Niew Amsterdam when we watched Holland's semi-final win over Uruguay in of all places the Culinary Arts Center which is a fabulous facility on Deck 2. The place was packed with Dutch draped in their bright Oranje. You couldn't help form an affection and bond with the Dutch that night, as we celebrated Van Bronckhorst's 30 yard screamer. Only the thing is that I've fallen out of love with the Dutch after their displays of thuggery in the final. How ironic that the game be displayed on a large screen in a room entitled the Culinary Arts Center, 'cos there was nothing artistic about the Dutch on Sunday night! The master chefs on board demonstrate their culinary techniques in this room, but I think that butchery would be a more apt analogy to the Dutch performance in the final. But whilst I've fallen out of love with Holland's team, I certainly haven't with Holland America

Amazing Azamara Offer

The adjective "amazing" is often over used, but not this time. It's rare that something like this comes along, and it's only on offer until 15 July 2010. A seven night five star plus Azamara cruise for £1009 BUT you also get $1000 free on board spend! http://www.idealcruising.co.uk/cruise-special-offers-586.html

Heaven's Kitchen

Just as the celebrity chefs fight it out on TV over who's the best, so it appears that cruise lines are competing hard on dining options on board their ships. The bar just seems to keep going up and up, which is great for customers and for the whole cruise sector. Having just returned off Holland America's Nieuw Amsterdam luxury liner, I can confirm that their restaurants are right up there. The service is super slick, with attentive waiting staff without being intrusive. The fare in some of the speciality restaurants is nothing short of exceptional. Over a 3 day trip we tried three specialist restaurants, starting with the Canaletto which unsurprisingly features classic Italian food. The pasta was aldente, the antipasti a delight with softly roasted aubergines and grilled artichokes. Next up, Tamarind, a pan-Asian affair. The decor is amazing, you really feel like you're in the orient - and of course most of the waiters are Asian - adding to the authenticity. We has the most sumptuous dim sum, and fabulously fresh tempura, topped off with an exotic mix of spiced sauces. Finally the aptly named Pinnacle Grill. Gourmet grilled steaks, and succulent seafood kebabs delivered with panache, and washed down with a spectacular Californian Beringer Cab Sauv! Nieuw Amsterdam's raised the bar again for sure.

Brand Nieuw Amsterdam

With the style and class of a Gerorge Clooney movie, the organisation a German football team, the relaxed atmosphere of a Sanctuary Spa and the gastronomic options that even Michael Winner would say nice things about, the MS Nieuw Amsterdam is a very special experience. Whilst the whole of Holland was celebrating their arrival at the world cup final, we were celebrating the arrival of Holland America's brand nieuw ship. Holland America is something of a hidden secret in the world of mass cruising, though with a heritage of well over 100 years it has plenty of legacy. It's top quality but not snobby, it's entertaining but not in your face, it's got tradition but modern. Overall it's good value for money, for example beers are under $5, you can get a cocktail for $6, and there are plenty reasonably priced wines, as well as some really premium bottles if you want to celebrate in style. I am now a fully fledged Holland America advocate.
http://www.idealcruising.co.uk/holiday-ship-details-265.html

Brand Games

A recent survey of 3000 cruise customers asked them to compare cruise line brands with high street retailers. Some obvious analogies came out, for example P&O likened to M&S, Celebrity with John Lewis. Rather more bizarrely all of Royal Caribbean, Fred Olsen and Princess were compared with Debenhams. So does that mean that Debenhams has a hugely flexible brand? Or more likely does it mean that people have different perceptions of brands? Given the huge investment that Royal Caribbean have made in innovative products and their advertising campaigns, how would they feel about about being compared with Debenhams? No disrespect intended! Also of interest was the association of Thomson Cruises with discount retailer Primark.

Epic Proportions

The feedback keeps coming in from our team who were on the Epic yesterday. Let's start with dislikes first - mainly the bathroom arrangements in the standard cabins, where the wash basin is in the main cabin area. However in family rooms there is a full en suite bathroom. No the positives - firstly entertainment, as said previously was innovative and imaginative. Secondly the eating options - 14 in total, but only 2 of which are included in the standard price. All the others you have to pay a supplement, which is probably a real issue if you are a family, but less so for couples. The options include French, Japanese, Spanish, Tex-Mex, Asian fusion to name a few, but the one everyone is raving about is the Argentinian Moderno Churrascaria with different meats presented to you at your table by passadors.

Epic Night

Well it was an epic night for all England football fans everywhere last night. Perhaps it's a sad indictment that we are going crazy after a one-nil win over Slovenia, but the relief was enormous. No less so for those watching the game on board the Epic, NCL's new ship. Six of the guys and girls from Ideal Cruising were on board to watch the game on a big screen out on the aft deck, it was an amazing atmosphere apparently. Later in the evening this part of the ship turns in to a dance area, where you can show off your moves! The team were generally impressed with the standard of entertainment, from the unique Cirque Dreams Dinner where you eat within a circus tent and you eat whilst they perform, through to the unique, magical and hilarious Blue Man Group

Epic

There's a real buzz in the office at Ideal Cruising ( http://www.idealcruising.co.uk/) today as loads of the team are off to stay overnight on NCL's new baby - the Epic. Laura has just turned up dragging a huge suitcase announcing she's packed 8 pairs of shoes, and this is just for one night! It's great to have so many people on board, and feel the excitement. The boys have all booked a half day tomorrow for the football, but we'll have the TV on in the office anyway.

Royal Caribbean new Captain

Royal Caribbean have just announced that their new VP and MD for the UK and Ireland will be Dominic Paul. Dominic is currently COO of airline bmi. I think it's good to have someone coming in from another sector rather than someone from within cruising. Dominic is a great guy, with boundless energy and a genuine passion for customer service excellence. I am sure the team at RCCL will enjoy working with him and benefit from his natural leadership skills.

not so easyJet

Just back from a trip courtesy of easyJet to Alicante. Outbound flight 5 hour delay. No communication from easyJet, and no apology until we were finally on board when the captain had the decency to apologise. On the return flight on arrival at Gatwick there was an hour wait for luggage, and again no communication or apology. It does make the thought of going on a cruise departing from a port in the UK all the more appealing. The level of customer service on a cruise ship versus that of a low cost airline is astonishing. Yes I realise low cost means low resources, but that doesn't excuse regular communication and good manners - these cost nothing. Rant over! Catharsis complete!

Azamara's Journey up the Thames

Azamara, the niche upmarket cruise line from RCCL anchored the ship "Journey" at Greenwich in the Thames last week for two days, and I was fortunate to be invited on board for a quick look and see. Journey is supposed to be a relatively small ship, but sat in the middle of the Thames it looked huge compared to what we usually see at Greenwich Pier. However once on board it was so easy to navigate around and you really appreciate the intimate nature of the ship compared with some of the big beasts that are in vogue these days. The two fine dining restaurants - Prime C a classic grill and Aquilana a seafood speciality looked mouth watering. The Spa is tasteful laid out complete with acupuncture services, plus a decent sized gym. I was also attracted to the whole informality and laid back feel to the ship. I do however have to have a moan about the poor service dished up by the bureaucrats from Port of London Authority, who kept is cooped-up in a confined port-a-cabin on a pontoon in the middle of the Thames adjacent to the Journey whilst they did whatever they have to do before they could let us on board. Not exactly five star plus treatment. If I was the Ops Director for Azamara I would cancelling Greenwich off the list of ports in future itineraries after this inexcusable experience.

The rich get richer

The Sunday Times Rich List proclaimed recently that the rich are getting richer, and the Passenger Shipping Association have verified it with their latest stats. Luxury cruising is booming, and that's a fact. 2009 luxury cruise sales i.e. the likes of Crystal Cruises, Sea Dream Yacht Club, Yachts of Seabourne, Regent Seven Seas and Silversea Cruises grew by just over 50% from the previous year. In the UK, over 30,000 customers paid over £5000 per person for a luxury cruise. I'm off to take a look at an Azamara ship next week. Can't wait!

1 in 10

Are you a 1 in 10? UB40 the reggae-pop band recorded a big hit in the eighties called One in Ten, referring to the ratio of unemployed people, but I'm not writing about that, I'm on about the 1 on 10 holidays which were cruise holidays booked last year. The latest Annual Cruise Review from the PSA (Passenger Shipping Association) claims that 1.53 million Brits went on a cruise holiday in 2009 which equates to 1 out of every 10 package holidays taken. The PSA also predict that this figure will rise to 1.65 million this year. Make no doubt about it. Cruising is in vogue.

Three Lions and all that

A revamped version of the only decent football song ever recorded "Three Lions" by Skinner and Baddiel has just been released with a celeb touch to it with contributions from football mad Robbie Williams and bad boy Russell Brand. This can signal only one thing - The Wold Cup is coming, but I very much doubt it will be "coming home". For those wishing to cruise and booze and take in the England games at the same time, then head for Island, Thomson, Ocean Village, P&O, or Cunard. For those looking for a wider choice of matches, NCL are featuring all European country's matches and those who don't want to miss out on anything, RCCL have the lot! Those who want to avoid World Cup fever, Fred Olsen is your saviour who are promising to show none of the games. Now if Fabio Capello wanted to take a cruise, which line do you think he's choose?

Cruise prices fall to below 2007 levels

The Passenger Shipping Association which is the recognised authority on the UK cruise sector yesterday issued statistics that showed that the average price of a cruise in 2009 fell to levels below 2007. In 2009 the average price of a cruise holiday was £1330 which was a 6% drop on the previous year. However the average length (number of days) of a cruise in 2009 was longer, so in terms of overall value, 2009 was 11% better value than the previous year.
If 2010 is anything to go by so far, we could well see even better value this year as more capacity comes online with new ship launches. There are some amazing late deals out there at the moment available through Ideal Cruising www.idealcruising.co.uk/cruise-special-offers-733.html including 7 nights in the Western Med on Thomson for £499 departing 5 June, and 7 nights Eastern Med with Costa for £579 departing 6 June.

All inclusive

Some would argue that cruise holidays are the original All Inclusive holidays, with all your meals included in the package price, but of course this is technically Full Board, something you rarely ever see now with land based hotel holidays. The aspect that most people want to make a holiday All Inclusive is of course the free drinks. All inclusive has become a popular holiday option over recent years, allowing customers to pre-budget for the majority of their holiday costs, and providing excellent value for money, especially for families. However there is also a perception around the term "All inclusive" which conjures up the image of lots of drunk Brits dressed in shell suits, baseball caps and bling.

Thomson Cruises are now offering a Free All Inclusive package for anyone booking one of their summer 2011 cruises. So what do we think of All Inclusive on cruise holidays, given the perception mentioned earlier, and the fact that cruising attracts a more sophisticated customer? I would be interested to know people's views on this. There's no doubt the market for cruises is definitely moving to a more late booking trend, so cruise lines have to do something to encourage early bookings, and there's no doubt that a free All Inclusive package is a BIG incentive. I think that it's a smart piece of marketing on Thomson's part, and I think that the offer won't exist for ever, meaning that not all the customers on board will be All Inclusive. I think this is going to be key to making it work, the fact that it will probably be a minority of those on board. We had the sales manager from Thomson in to see us last week, and she was saying that they had changed some of the types of drinks that were featured as part of the All Inclusive package and that they had a vociferous response, and as a result have reverted to what was previously featured. I think this goes to show that cruise All Inclusive customers have more of a discerning taste!

Dodging the Ash Cloud

At http://www.idealcrusing.co.uk/ we had over 100 customers due to fly out on fly-cruises this morning. Most were fly due to fly from Gatwick to Venice and Verona, some with BA and others with easyJet. Bizarrely the two BA flights took off, but easyJet cancelled, even though Gatwick remained open for departures all morning. We were thankful for those customers who were looking forward to their hard earned holiday that they could get away on BA and it was not lost on us that tomorrow was the start of the BA strike, so they had been very lucky to get away! The great thing about a cruise is that it moves on to another location the next day, and those customers who were on easyJet we were able to fly them out to Dubrovnik this afternoon and overnight them in a what is a beautiful city where they can pick up their cruise tomorrow with little impact on their holiday. It's no surprise that the demand in the call centre today has been for ex-UK cruises. Cruising remains resilient to the Ash disruptions, and despite the criticism directed at the UK authorities from the airlines for closing airports, who can blame them for being over cautious.

And our survey says..............

The marketing people at Ideal Cruising (www.idealcruising.co.uk) surveyed their customers recently on a whole varierty of cruise holiday related topics, and some of the results were very interesting. When asked "what inspires you most to book a cruise?" the biggest response by a wide margin was "Destination" with 72% of the vote, with "Reminiscing about a previous cruise holiday" in second place. The destination theme was backed up by another question about enquiring about a cruise that showed 60% of the respondants already knew which detsination they wanted to travel to, followed by 44% who knew which cruise line or ship they wanted to sail on. Finally the three most important criteria for booking a cruise were as folllows:
1. Value for money
2. Knowing your money is safe
3. Good customer service from whom you book with

Cruise demand shines through

I was fortunate to attend a conference recently where the chief economist from a major bank and The RH Micahel Portillo shared the stage to discuss the economy. Fortunate I hear you question? More like, "how dull" you are probably thinking! In fact they were animating, entertaining and hugely educating, but their message was clear and uncompromising - whoever forms the next Government will have to deploy an austere programme of cutbacks that is likely to put a huge dampener on the already fragile recovery.

You wouldn't believe it right now if you are working in a cruise retailer this week. Demand for the new 2011/12 programmes that went on sale this week are at unprecedented levels, as valuable and often loyal customers look to secure deals on next year and the year afters new itineraries. It surely goes to show the continued good value of cruising as a holiday experience, and how people want to have something good to look forward to in the future.

Celebrating Success

You often hear about case studies being made of PR disasters, about how companies or individuals have scored a own goal, and how they will be used as examples of how NOT to do something. Well the lecture rooms and course books of the Chartered Institute of Public Relations will be referring to last week's Celebrity Eclipse's rescue mission to Spain to repatriate stranded passengers as a classic example of how to take the initiative, grab the opportunity and create a huge awareness for their new ship. The traditional naming ceremony took the back-burner as the rescue mission stole all the headlines - a rare positive story amongst a week of misery. Congratulations to the management at Celebrity Cruises who thought of the idea and acted so swiftly to execute it. Not only did it massively amplify the publicity for their splendid new ship, but it also exposed their product to an audience of holidaymakers who must have been cursing the disruption of flying and appreciating the luxury of cruising. On a personal note I missed my 2 day scheduled jolly on Eclipse last Thursday and Friday, but I remain in awe of the brilliantly conceived rescue trip that replaced it.

Message to Iceland

We think you misheard us, we said send us the missing cash not ash!

Eyjafjallajoekul's Impact

The customer services team at Ideal Cruising (http://www.idealcruising.co.uk/) have been working all weekend to try to find solutions to customers affected by the grounding commercial aircraft across Europe. For the time being this is seen a short term interruption, but if you believe the vulcanologist's this beast and it's big bad brother could cause intermittent disruption for many months to come. That has disastrous consequences for the aviation and holiday industries, and for customers looking for a guaranteed holiday this summer. I think we will see the emergence of a huge uplift in demand for UK departing cruises, and thankfully we have record numbers of ships based in the UK this year.

The Retreat

Just thinking back to the weekend and the time spent on P&O's Azura, I think the most appealing aspect has to be the outdoor spa terrace on deck seventeen, aptly named "The Retreat". Okay call me a snob, or more accurately call me someone who has spent too many holidays crammed round a busy pool with a cacophony of shrieking kids, I just love the thought of chilling out in such stylish and relaxing surroundings. There's an extra charge for using this area of the ship, (£20 I think), but it's well worth the premium in my opinion. If there are kids clubs, why shouldn't there be adults clubs!

Azura Launch

I was lucky enough to be invited to the naming ceremony of Azura, which was officiated by the elegant Darcy Bussell, and the eloquent Trevor McDonald on Saturday. There were also some "B" list celebrities on board including "Gail" from "Corrie" and bad boy Johnny Vegas. I chuckled as the invitation had specifically referred to the on-board alcohol policy and that anyone appearing to be overly intoxicated would be refused further drinks. Clearly Johnny hadn't read the small print!

P&O sure know how to throw a party. There was an illuminating firework display, flowing Taittinger, and a really endearing medley of dance film footage from some classic musicals which cleverly merged in to Darcy Bussell performing the same routine in real life out on deck.

In the village where I live we have 2 Italian restaurants, one fish and chip shop, one tapas bar, one Thai and SIX Indian restaurants. P&O are clearly aware of the trend by developing the Sindhu restaurant on board Azura which is a fusion of Indian and British food, and created by Atul Kochhar who was the first Indian chef to receive a coveted Michelin star award. Other attractions for the pallet on board are The Glasshouse, a wine bar endorsed by extrovert wine promoter Olly Smith, or for the more traditional there's stylish English pub called Brodie's serving Boddington's.

To view a selection of cruises on Azura please click on the link below:
http://www.idealcruising.co.uk/holiday-ship-cruises-259.html