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The Effects of Cruise on Local Destinations

The Effects of Cruise on Local Destinations. GETTING REGIONS ONBOARD. David Vass Vice President, Destination & Enrichment Programs.

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The Effects of Cruise on Local Destinations

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  1. The Effects of Cruise on Local Destinations

  2. GETTING REGIONS ONBOARD David Vass Vice President, Destination & Enrichment Programs

  3. Since it first set sail in March2002, The World has visited over 800ports in approximately 140 countrieswith an average stay of 2.5 days ineach port. Its continuous worldwideitinerary, which is determined by theCaptains and the residents, enablesthis floating abode to circumnavigatethe globe every two to three years.

  4. The World that appears in the August 2011 issue of South Africa’s Prestige Magazine

  5. Infrastructure + Land Programs + Location + Creativity + Promotion Budget + Airlift + Strategy + Port Operations Expertise + Community Support + Availability of Good Guides & Transport + Realistic Profit Expectations + Visibility via Conferences + Patience = Cruise Calls Cruise Calls + Port Ops Pricing + Revenue Produced by Land Programs + Pax Ratings & Feedback + Proper Control of the Amount of Calls in One Day = Success (or Failure)

  6. CDU June 2011 Newsletter The cruise industry in Australia has experienced a great year with the ICCA announcing in April that cruise passenger numbers have grown by more than 27% over the previous 12 months to reach almost 467,000 in 2010.

  7. In recent weeks the Australian Government announced an independent review into greater access for cruise ships to Garden Island naval dockyard in Sydney Harbour. The review will be conducted by Dr Alan Hawke, a former Australian Defence Department Secretary. CDU welcomes this review. A report is expected by the end of the year.

  8. As cruise shipping grows in Australia the demand for new ports outside our major cities increases, thus it is important for our regional destinations to understand the requirements of cruise lines and to prepare for cruise ship arrivals.

  9. Overlands

  10. 2012 calls for The World Australia: 9 Feb to 5 Mar New Zealand: 9 Mar to 3 Apr

  11. LAND PROGRAMS make or break the port experience • A bad guide will ruin a great tour • “Hi, thank you for your email. I am available Monday – Wednesday – Friday. I look forward to returning your email then” • “I am out of office until 12 September. In my absence please contact Shelley. Thanks, Mike” • “This is Shelly, I am on annual leave. Please contact Priscilla” • Priscilla is out of office until 14 September, please contact Mike”

  12. Send information that answers questions about delays immediately • Acknowledge receipt of emails even if you can’t provide immediate answers • Communication is critical to success • Don’t be the ‘last’ Tour Operator / DMC to submit the proposal by deadline • Not a good idea to ‘cut & paste’ existing programs from the cruise line website into your proposal

  13. “BUNDLING” • The art of taking land program components and re-arranging them in various orders and timings to create ‘exclusive’ or ‘bespoke’ experiences for competing brands “EDITING” • The art of taking land program components and re-arranging them in various orders and timings to create ‘exclusive’ or ‘bespoke’ experiences for competing brands • Pay careful attention to timings of HD and FD land programs • Ship staff and crew can go into overtime, be extra careful of breakfast, lunch and dinner hours • Can you cut a lunch or dinner out of a program to put it at a better price point? • Are you offering programs that you know are already available – visibly and easily and much less expensively – as a ‘land program’ that will generate complaints (like a hop-on / hop-off bus that runs nearby or by suggesting to sell a ‘Bruges on your Own’ bus when hop-on already exists)? • Do you offer HD and FD tours that are so ‘limited’ in participation that only 20 pax can take it and it will probably generate a waiting list of 120? That means you have 100 angry, disappointed pax that will blow your ratings and cancel their tours in OTHER ports (if Honfleur doesn’t deliver, the next ports will see an erosion of participation numbers)

  14. “TRANSPARENCY” • Use timing breakdowns • Explain menus and drinks • Discuss road construction & weather conditions • Be candid about quality and quantity of venues • Embrace a realistic profit margin and stick to it • Overrides – a realistic conversation with the cruise lines • guides, transport and venues

  15. An example: • The World’s new land programs template reflects both narrative and timing breakdowns to address the needs of a varied community – some people need words to ‘paint a picture’ while some people prefer ‘just the facts’

  16. CONSIDERATIONS: • What are you offering me if this is not my first time here (seasoned / world cruisers) • Take me somewhere or offer me something I can’t get on my own • Create a situation where ‘apples to apples’ cannot be compared • Give me an overview first if a multi-day port of call • Is the dinner better than what I get onboard? • ‘free time’ vs. ‘structured’ time • The pros and cons of shopping stops and the importance of authentic handicrafts • Even ‘old’ transport can be clean • Use of ‘overnights’ on multi-day calls – what’s the rush? • Private car pricing – specific information and transparency +++ • Is Google the enemy?

  17. Thank You

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