Coyle Hospitality Group’s network of cruise consultants provide mystery shopping evaluations for ships and itineraries all over the world in an effort to enhance guest service initiatives. Well, it seems cruise lines have been paying attention to guests’ needs, constantly improving and innovating the guest experience – and as a result, the industry overall is being rewarded. According to a survey conducted by the Cruise Lines International Association (CLIA), the world’s largest cruise association, cruising as a vacation option is bound to outgrow other travel industry sectors. The ‘state of the industry’ survey completed in December 2010 reveals some promising trends.
The number of people taking cruises is increasing. Despite the economic downturn of the last several years, consumers still want a vacation, and it is cruises that have the best perceived value for money. It’s generally agreed by passengers and hospitality consultants that cruises offer higher quality guest service than hotels with comparable star ratings. Many first-time guests are returning as well. Primarily, baby boomers are contributing to positive trends for cruise lines, as they tend to be among the most loyal consumers. With more time to travel, and with greater discretionary income, this generation offers strong guest loyalty.
New ships and new innovations are generating excitement for many travelers, which in turn affect operators’ willingness to invest in the future. Ships being revealed in the summer of 2011 include Seabourn Cruise Line’s Quest, Costa Cruises’ Costa Favolosa, Celebrity’s Silhouette, and P&O Cruises’ Adonia.
There’s a rising trend in innovative onboard guest experiences, including specialty dining that caters to the sophisticated palates of today’s travelers. Celebrity chefs and the utilization of local produce are all meant to attract discerning guests. Luxury line Silversea Cruises will have voyages in 2011 featuring chefs from Relais & Châteaux L’École des Chefs, an association of boutique properties and gourmet restaurants. Interactive cooking curriculum are set to highlight the cultural flavor of the ship’s itinerary. In an effort to target new travelers and to retain guest loyalty, Fred Olsen, P&O Cruises, and Royal Caribbean International are introducing itineraries with cooking lessons, dancing, and music festivals.
With these and other creative new guest experience initiatives, the cruise industry is bound to bring CLIA’s prediction to fruition. CLIA’s state of the industry survey confirms what Coyle Hospitality-referred secret shopper evaluators often observe: that top-quality service is the primary driver of guest loyalty.
