Stepping into the luxurious world of Silversea Cruises, one cannot help but notice the winds of change blowing in the form of Bert Hernandez, the new President of the company. On the recent shakedown cruise of the Silver Ray, Arnie Weissmann had the opportunity to delve deep into the mind of this 20-year Royal Caribbean Group veteran and explore his revolutionary vision for the future of Silversea.
Unlike his predecessors, Hernandez is not content with the status quo. He harbors a vision that is poised to redefine the luxury cruise experience as we know it. By focusing on three critical brand pillars – curation and delivery of destination experience, culinary excellence and innovation, and personalized engaging service – Hernandez aims to elevate the Silversea experience to unprecedented heights. While these pillars may seem generic at first glance, Hernandez’s commitment to “lean into” these areas with specific strategies sets him apart from the rest.
One of the key areas Hernandez is keen on transforming is the traditional wandering nature of Silversea ships. He recognizes the operational and guest experience challenges posed by constantly moving from region to region. By regionalizing the ships, Hernandez aims to refine the destination experience and eliminate long repositioning voyages with no guests onboard, thereby maximizing revenue. This strategic shift is not only beneficial financially but also enhances the overall guest satisfaction.
Another aspect of Hernandez’s vision is to appeal to a younger demographic while still retaining the loyalty of Silversea’s traditional clientele. By introducing younger people to the brand through the line’s expedition ships and offering more “sporty” shore excursion options, Hernandez aims to lower the average passenger age of 65. Leveraging Royal Caribbean Group’s new status match program and cross-marketing with Royal Caribbean International, Hernandez envisions attracting a younger clientele to Silversea without compromising on its luxury appeal.
Hernandez’s commitment to diversity extends beyond the guest experience to the crew onboard. Unlike the conventional division of labor based on nationality, Hernandez advocates for a more diverse workforce that brings varied perspectives and cultural nuances. By recruiting from African countries known for their hospitality, Silversea aims to create an inclusive environment that enriches both guests and crew members alike. The infusion of diversity can be seen not only in the staff but also in the gastronomic creations that reflect different cultural influences.
The endorsement of Bert Hernandez by Jason Liberty, CEO of Royal Caribbean Group, speaks volumes about the confidence the company has in his leadership. Liberty’s praise for Hernandez’s operational acumen and customer-centric approach underscores the bright future that lies ahead for Silversea under Hernandez’s guidance.
Bert Hernandez’s revolutionary vision for Silversea heralds a new era of innovation and excellence in the world of luxury cruises. With a strategic focus on enhancing the destination experience, appealing to a younger audience, fostering cultural diversity, and prioritizing customer satisfaction, Hernandez is poised to lead Silversea to greater heights of success and distinction. As the seas of change continue to sweep through the industry, Silversea stands at the forefront of transformation under the visionary leadership of Bert Hernandez.