In today’s competitive cruise industry, attracting new customers has become a crucial focus for cruise line executives. While traditional marketing strategies may not always resonate with audiences, the use of social media influencers has proven to be a successful approach. By showcasing the cruise experience through the eyes of influencers, cruise lines can establish authenticity and credibility with consumers. This was highlighted by Windstar Cruises’ chief commercial officer Janet Bava and Atlas Ocean Voyages’ senior director of guest experience and corporate communications, Jason O’Keefe, at the Seatrade Cruise Global conference.
Storytelling plays a significant role in shaping the perception of a cruise brand. By focusing on telling a compelling narrative about the cruise experience, cruise lines can engage potential customers and create a sense of intrigue. Atlas Ocean Voyages, for example, leverages the remote and desolate nature of destinations like Antarctica to captivate audiences. This unique storytelling approach not only differentiates the brand but also resonates with consumers seeking adventure and authenticity.
In an effort to attract new demographics, cruise lines are broadening their target customer base. Contrary to the traditional belief that cruise passengers are primarily older individuals, cruise executives are finding success in appealing to younger generations. According to Atlas Ocean Voyages’ Jason O’Keefe, there is a growing interest among 20-somethings and 30-somethings in adventure activities such as backpacking. This shift in demographics highlights the importance of aligning the right customer with the right brand.
While marketing and storytelling are essential, word-of-mouth advertising remains a powerful tool in attracting new cruise passengers. Antonio Burrello, chief marketing officer of MSC Cruises, emphasized the significance of word of mouth in introducing the cruise product to individuals who value the hassle-free nature of cruising. By leveraging positive experiences and recommendations from existing customers, cruise lines can build trust and credibility among potential passengers.
The cruise industry has witnessed a significant boost in new cruisers in recent times. Carnival Corp. CEO Josh Weinstein reported a 30% increase in new cruisers in the first quarter, signaling a positive trend in attracting new customers. Carnival Corp.’s strategic investments in advertising, combined with effective word-of-mouth marketing, have played a key role in driving this growth. As the industry continues to evolve, the emphasis on social media influence and storytelling will remain central to attracting and retaining new cruise passengers.