There's more demand than ever for upscale expedition cruises; here's how travel advisors can sell them, and which clients they should be marketing to.
The concepts of luxury and adventure travel may seem at odds to inexperienced travelers, but in the cruise industry, they can be a perfect match, especially as suppliers have become increasingly adept at combining upscale comfort with unforgettable experiences. Demand continues to surge for luxury cruises with an expedition component, according to industry experts.
“Increasingly, discerning travelers do not want to compromise,” said Ashton Palmer, president of Expedition Trips, a travel agency in Seattle. “They want to have their cake and eat it, too. Small, luxury expedition cruise vessels offer guests the opportunity to visit remote locations, have incredible wildlife encounters and see spectacular scenery, without giving up their creature comforts. This style of travel offers the best of both worlds — think luxury safari experiences by sea.”
Rocky Horan, travel concierge at Scott & Thomas Travel in Seattle, agrees that luxury expedition cruises are designed to satisfy the growing demand.
“Travelers want to see more and do things that are unique,” he said. “As travel has become easier, people want an experience that is mindful and different, without giving up the comforts of home. Travelers want a refined experience. Luxury expeditions are no different than the concept behind glamping. You can mix luxury with outdoor expeditions.”
Suppliers are also reporting increased interest. “The luxury segment of the expedition industry has grown substantially in the past five to seven years,” said Robin West, vice president of expeditions at Seabourn Cruise Line. “Guests now want to explore remote areas without sacrificing luxury.”
Who’s Sailing?
It’s no surprise that high-end luxury cruises appeal to a limited demographic, and adventure-oriented luxury cruises are no exception, according to Horan.
“Expeditions have been popular with those who are affluent and already well-traveled,” he said. “These travelers are often 60-plus, with time and money. However, we are seeing a surge of young travelers who want to do something different than cruise the Caribbean or party in Thailand.”
Regardless of the demographic, many adventurous luxury cruisers are looking for similar experiences, Horan adds.
“Most clients are looking for bucket-list options,” he said. “My most popular seller is Antarctica because it’s on their checklist to see all seven continents. Once my clients experience somewhere that remote and magical, they begin looking for additional opportunities to explore places most people cannot. The more remote, the better — think the Arctic region, Svalbard in Norway to see polar bears, or Greenland for amazing ice floes and remote Inuit villages in the Northwest Passage. Having a range of activities is also important. The destination matters more than onboard activities, but it’s always great to have additional items to stay busy and active.”
To find the right match for his clients, Palmer looks for certain qualities in a cruise line. “To ensure that the pampering services are seamlessly integrated with the adventurous activities, I look for cruise operators that have a strong track record of delivering high-quality service, and how they have approached integrating adventure,” he said. “A very important aspect is the leadership team they have assembled to deliver the adventure options, making sure that the level of luxury carries through from the onboard experience to excursions.”
Passengers on Seabourn can kayak among icebergs in Dorian Bay, AntarcticaMarketing and Promotion
Travel advisors can grow their sales in the luxury cruise and expedition segment in a number of ways, according to Palmer.
“I suggest identifying your well-traveled clientele and sharing information about the exciting destinations these trips allow guests to experience,” he said. “I also suggest a campaign to educate guests, so they understand that these trips are accessible to all ages and abilities, and do not require guests to compromise on comfort to have an adventure. We definitely have clients inquiring about these experiences, but also endeavor to educate them as new opportunities arise.”
Horan agrees that educating clients is key to selling more. He says most people are still unaware that expedition travel exists — especially expeditions by ship. He suggests mentioning expedition and small-ship options to travelers who stay at high-end, all-inclusive resorts, or those who choose the exclusive parts of the larger ships.
"When people think of cruises, they think of massive ships that hold 2,000 or more people with waterslides and Broadway shows,” he said. “There are those who have heard about expedition cruising and want to try it. Some people are excited by the idea.”
As with any travel category, a lot of it comes down to a client’s personality, Horan adds. There are two types of customers: those who want a vacation, and those who want an experience,” he explained. “Marketing for expeditions requires finding clientele who thrive through experiences and learning. People looking for a bargain or a cheap cruise are not the correct clientele. Expedition travelers tend to be affluent, educated and thrive by connecting with others, and grow through experiences.”
Seabourn Finds New Ways to Mix Luxury and Excitement
When it comes to mixing a luxury travel experience with memorable expeditions, few cruise lines can match the offerings of Seabourn, according to Robin West, the company’s vice president of expeditions.
"We are the only company that has built a true ultra-luxury expedition ship, where there is no compromise between the onboard product and the off-ship experience,” West said. “We have one of the highest guest-to-crew ratios, guest-to-space ratios and expedition team-to-guest ratios (1:10). Seabourn Venture and Seabourn Pursuit were built and designed with expedition in mind, giving the ships the ability to reach some of the most remote places in the world, but in true ultra-luxury.”
Indeed, the Seabourn Pursuit is one of the latest examples of the company’s innovative approach. Built for diverse environments up to PC6 Polar Class standards, the ship includes modern hardware and technology that extends its global capabilities. The Pursuit ups the ante on adventure with two custom-built submarines, 24 Zodiacs, kayaks and a 24-person expert expedition team whose role is to engage guests throughout each voyage. In addition, the ship is furnished with multiple categories of comfortable suites, including a 527-square-foot Penthouse Suite and the Penthouse Spa Suite.
Seabourn’s ability to combine upscale amenities with unique experiences is a key to its success, according to West.
“The seamless and integrated experience is the result of 30 to 35 years of Seabourn’s service, food and excellence, which is now combined in a purpose-built PC6 expedition vessel — a vessel that was designed by adventure veterans to operate in a seamless manner, and then operated and staffed by a team of 24 experts specializing in geology, ornithology, climatology, history, marine biology, submarine piloting and kayak guiding, all working to deliver an incredible experience. No other company delivers more excitement above and below the surface.”
West says that Seabourn’s approach to luxury cruising appeals to multiple traveler types, including anyone who has a sense of adventure and a desire to learn about the world. The ideal passenger is someone who enjoys exploring remote areas, who is flexible with changing itineraries and who appreciates returning to a ship with creature comforts.
West predicts continued success as the company further develops its offerings. I believe this segment is going to grow, as people learn more about the world we live in,” he said. “We already see this with the ever-increasing demand for remote destinations such as Antarctica, Australia’s Kimberley region, the Northwest Passage, Greenland and Iceland.”
Learn more at www.seabourn.com
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