Dinner out is always a welcome gift and it’s an even better one for mothers who stay up to date on New York’s restaurant scene and want to try the ones most in demand. Getting those top tables is tough, though, even if you follow to the second the advice on the booking platform Resy about when reservations drop. (Part of the gift, then, might also be handling the reservation process instead of leaving it to your mom. )
Seatrade panelists talk about attracting new cruisers
10.04.2024 - 17:05 / travelweekly.com / Josh Weinstein / Celebrity Cruises / Windstar Cruises
MIAMI BEACH -- While the cruise industry enjoys strong demand overall, cruise line executives said they are relying on social media influencers, word-of-mouth advertising and good storytelling about the cruise experience to attract new customers.
People are skeptical about marketing, Windstar Cruises chief commercial officer Janet Bava said at Seatrade Cruise Global on Tuesday during a session called "How to Attract the New To Cruise Passenger."
Learning about a cruise line through the lens of influencers provides an authenticity that lands well with consumers, said Bava.
Atlas Ocean Voyages focuses on telling the expedition brand's story, including what guests can do during a cruise, said Jason O'Keefe, Atlas' senior director of guest experience and corporate communications.
That story is Antarctica.
"We're very fortunate with the destination being so remote and desolate. That is what we lean into," he said.
Atlas will look to influencers that have a large following to amplify the brand's story. They will invite an influencer back for another cruise to keep the narrative going.
"For us, that's been a winning formula," he said.
O'Keefe said Atlas is finding that the right customer might be younger than expected. "Not just the 55 and older, but we're finding those 20-somethings and 30-somethings," he said. These young customers are interested in adventure activities such as backpacking.
Attracting the right customer to the right brand is key, said Antonio Burrello, chief marketing officer of MSC Cruises. He wants to introduce the product to people who like the hassle-free nature of cruising.
"The most import thing is word of mouth," he said.
Cruise lines of late have been successful attracting new cruisers. Carnival Corp. CEO Josh Weinstein reported a 30% boost in new cruisers in Q1.
Carnival Corp. has invested in advertising to assist that growth, with word-of-mouth marketing also playing a role, Weinstein said.
Celebrity Cruises is also using advertising to reach new customers with its "Nothing Comes Close" campaign.
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