Brands on board make cruising cool

Tuesday, 15 Oct, 2015 0

The adoption of well known brands on board cruise ships is making cruising cool, according to the panel of a break-out session at ABTA 2015.

Cruise Lines International Association UK and Ireland director Andy Harmer said the adoption on ships of recognisable brands, such as Jamie’s Kitchen and Starbucks, is attracting new people to cruising.

MSC Cruises executive director Giles Hawke said these brands had changed the perception of cruising.

"Brands on board have made cruising cool. People think that if ships have got these brands, they must be cool," he said.

Harmer said bringing in brands is just one of the way cruise lines are constantly adapting to the changing needs of their customers.

"People are living longer and their demands are changing," said Harmer.

"They are far more active than they were, people want to sight-do rather than sight-see and there is lots of multi-generational travel, with families travelling together."

Uniworld managing director Kathryn Beadle said cruising could capitalise on the huge growth in people documenting their lives on social media.

"Cruising appeals to those who like to brag on social media about the different destinations that they’ve been to and experiences they’ve had," she said.

P&O Cruises senior vice president sales and marketing Paul Ludlow said the opening up of Cuba was a huge opportunity for cruise companies.

"We’re seeing all over Europe that there is huge demand for Cuba from people who want to go there but also go there in a safe way with a brand that they trust. For most people it will be their first time there."

Bev

Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.

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