p26 cruise oct3 30/9/08 17:51 Page 26
Cruise
Lee Hayhurst
020 7921 8001
lhayhurst@ttglive.com
For the latest cruise news, visit
ttglive.com/cruise
PSA to promote
The Association of National Tourist Office Representatives held
its first cruise seminar with TTG last week. Lucy Huxley reports
its green work
Cruise lines seek
THE PASSENGER Shipping Association is planning
to publish green guidelines for member lines,
and is in talks with leading environmental groups
about partnerships.
tourist board aid
The body, which includes trade training
arm Ace, admitted it does not do a great job of
promoting the good work it is doing. TOURIST boards are frightened of cruise lines Narraway also urged tourist boards to work
Speaking at an Antor/TTG cruise seminar last and should be more confident about suggesting with cruise lines on press trips.
week, PSA director Bill Gibbons said: “We need ideas, joint marketing proposals and initiatives. “If we have a journalist going out to see
to shout about what we do a lot better. We are Lynn Narraway, sales and marketing director one of our ships, they could also do a piece
not telling the trade or the press about the good of Carnival Cruise Lines and Holland America about your new terminals, port infrastructure,
work we are doing, and it’s a missed opportunity.” Line, said: “Tourist boards are a bit afraid of excursions and so on. Their articles should not
Gibbons said it was particularly important the cruise companies. It’s very rare for them be just about the cruise, but also about what
for destinations concerned about the potential to come to us with a proposal is happening in the
impact of cruise that the industry or incentives. There is a real destination.”
highlights environmental need for better co-operation.” Her views were
practices it has in place. Speaking at the Antor/TTG echoed by Jo
The PSA has yet to cruise seminar last week, she Rzymowska, Royal
decide what form the also told destination officials to shout louder Caribbean International UK vice-president and
guidelines will take, but when they have initiatives, developments or general manager, who added: “It’s got to be a
hopes they will be events taking place that would be of interest to two-way street. We will come to you, but you
available on its website. cruise customers. have to come to us as well.
“You don’t shout enough,” she told them. “We could probably do much more on our
“When there is something going on, make sure collateral in terms of promoting your destina-
Gibbons: “We need that we know about it and we can maybe include tions; getting customers to come back is far
to shout” it in brochures or certainly publicise it.” cheaper than acquiring them in the first place.”
Specialist cruise business booming
SPECIALIST cruise operators are expecting Norwegian tourist board Innovation Norway, and
business to grow at more than double the rate of said a recent programme on the Northern Lights
the sector as a whole in 2008. led to the line’s most successful two weeks ever.
Kathryn Beadle, Hurtigruten head of commer- “Agents have an opportunity to work closer
cial, told the seminar the lines in Ace’s Specialist with tourist offices – they have great point of sale
Cruise Selection were predicting growth of and general information that they could use. This
25%, compared with 12% for the cruise industry. is often a missed opportunity,” she said.
Hurtigruten is targeting growth of 28%.
She said these operators were more likely to
be destination-led, and that it was the locations Hurtigruten has released its 2009-10
where their ships operate that drove bookings, brochure in a new A4 format to make it easier
rather than the ships themselves. for agents to rack. Prices are for cruise-only,
The average daily cost of a cruise with a and there is a 30% early-booking offer. Agents
specialist is £137. Niche customers are loyal, can add land excursions and flights, and the
and specialist lines discount less, according brochure has a “how to book” guide to help
to Beadle. calculate the price.
Hurtigruten has a close partnership with Hurtigruten is targeting 28% growth for its fjord cruises
26 03.10.2008
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