HomeTravelCould Cruise Lines Work Together on Industry-Wide Marketing Campaign?
Could Cruise Lines Work Together on Industry-Wide Marketing Campaign?
March 5, 2021
If the U.S. Centers for Disease Control and Prevention (CDC) approves the resumption of cruises from U.S. ports for medium and large ships, will travel advisors see the powerful advertising campaign that the entire cruise industry has mounted in the past with its Get Milk campaign?
That’s the question John Lovell, chairman of the Travel Leaders Group, posed to Arnold Donald, president and CEO of Carnival Corporation, last week in a candid conversation with consultants and media representatives. Although the travel agency reported most of the big news (cruise bookings, flight transfer times and vaccine use) from this cat last week, here’s more from Donald on the overall situation.
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When dairy farmers were really struggling, they got together and organized the Get Milk campaign, said Lovell (pictured right), who added that it wasn’t about promoting Bordens over other brands, for example.
Mr. Lovell advocated for the cruise industry to speak with one voice and stated that the cruise industry is safe. He asked Donald if he thought the industry was going to work together to make this point for the good of the industry as a whole?
In response, Donald stated that the industry works well together and has done so since the pandemic began: We all took voluntary breaks before it became mandatory, and it wasn’t just a carnival…. It’s an industry that voluntarily…. We did it together, without pressure from the CDC or anyone else.
He feels that this is an aspect of the cruise industry to be proud of, not that there aren’t differences of opinion, different approaches, and so on. But we’re going to do something about it, Donald said.
But while Donald thinks the lines are completely aligned and he’s aiming for an industry campaign in the style of Got Milk, he says it’s less likely to be one. The reason is that our business is global.
Donald said that since cruise lines not only cater to the needs of American travelers departing from the United States, but also sail from other parts of the world, they have to deal with different rules, approaches, levels of fleet deployment, etc. So there are legitimate but subtle differences, Donald said.
Another factor, he said, is the fact that we don’t have a crisis in cruise demand – we don’t have one. The reduction in capacity due to shipping lines taking many ships out of service means that the pent-up demand from customers of previous cruise lines – plus any capacity reduction measures that can be taken on board to create greater social distance – will mean that the companies will attract enough cruise passengers to fill the ships when they depart.
We just have to make sure we’re doing the right things and that they’re comfortable on board, like they are now in Italy and Germany, Donald said, referring to the cruises on the company’s big ships.
The characters. As long as we do it for people who have traveled, we’ll be fine. We will not have to expand the market immediately, simply because we will have fewer options.
So I guess you don’t have a big Have your milk? See. style] because we may be doing the wrong thing, he said. I think we need to focus a lot more on where you can go, how you can get there; we need to make sure we’re targeting people who can travel, things like that.
European Instructions for navigation
What lessons have been learned from European shipping so far, Lovell asked. Are you happy with everything?
Arnold said he is never satisfied with anything: It is always about continuous improvement.
Donald also noted that previously operated flights (after the initial closure early last year) were limited: Individual ships sail with fewer people. It was a big adjustment and Donald said it was important for us to start slow and for our team to get experience.
Arnold acknowledged that there were incidents of KOVID-19-like symptoms on cruise ships last fall, or with KOVID itself on board, even during universal pre-boarding and onboard testing.
But it was well managed, it was well managed in the ports; it didn’t hold up everybody on the ship, and we had some kind of contact tracer to make sure we knew what the exhibits were and so on, Arnold said. And that’s how it worked.
He pointed out that other companies (such as MSC Cruises) have achieved similar results and have even sailed more weeks than we have.
The European experience has shown that this can be done successfully, Donald said. It also showed that you can’t guarantee zero risk… even with the test modes activated. That is the nature of this virus, he stressed. There are little windows where you take a test, the person has no [symptoms or a positive test], then two days go by, and then ….. Well, it’s complicated. But then again, you can limit the spread.
Donald also stated that the risk of contracting the virus on a cruise ship is historically lower than in similar land-based activities: As long as this issue remains unresolved, society has declared what risks it is willing to live with if it pleases us.
Mr. Lovell concurred, noting that in life there is no such thing as no risks – you get up and get out, get in your car, cross the street, take risks every day.
With reduced hospitalization rates and the possibility of reduced mortality (when using the vaccine), taking Lovell? We’re going back to standardized risk, and I think that’s an important point for people to remember.
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frequently asked questions
What are the market categories of the cruise industry?
The dominant segment is the modern market with a 68.6% share of annual guests worldwide, followed by the high-end market with 21.7%, the economy market with 6.8% and niche cruises with 2.3%. The total capacity of the cruise fleet planned for 2019 is 27.8 million guests.
What is the role of the cruise ship industry in the tourism sector?
The cruise industry is one of the major growth sectors in the tourism market. The cruise market has experienced significant growth in passenger numbers over the past few years, while at the same time new cruise destinations are being added all the time. This growth has created a demand for very large cruise ships.
What are the marketing ideas and strategies for the cruise line?
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