During the pandemic, Bahamas Paradise Cruise Line rebranded to Margaritaville at Sea, before downsizing its fleet from two ships to the singular Margaritaville at Sea Paradise (which was refurbished to impart the line’s new Jimmy Buffett-inspired image).
We had a chance to catch up with Kevin Sheehan, the brand’s president and CEO, to see how the company has been received since the rebrand.
How has the transition from Bahamas Paradise Cruise Line to Margaritaville at Sea been received by travel agents and their clients?
We’ve been able to effectively tap into a world of travel agents familiar with the larger Margaritaville brand. Leveraging those relationships made it easier to take the brand’s iconic escapism lifestyle to the open ocean with Margaritaville at Sea.
The goal is to continue developing our trade relationships, [including by] expanding our “Cruise and Stay” options, [which combine a two-night cruise with a stay in Grand Bahama]. We believe this unique option will resonate with the trade and their clients, because it’s something no other cruise line can provide. It’s just another way for our guests to make the most of their at-sea escape.
What makes Margaritaville at Sea stand out from others in a crowd of mainstream cruise lines?
The Margaritaville at Sea experience is unlike any other. We’re the only cruise line offering three-day/two-night itineraries to the Bahamas, [along with] exciting offshore resort experiences. Passengers on our cruises can enjoy all the fun and relaxation of a vacation without spending seven days away.
Margaritaville at Sea is now sailing a single ship, though the line plans to expand.
Credit: 2023 Margaritaville at SeaBut, if three days just aren’t enough, they can extend and enhance their getaway with our “Cruise and Stay” option, adding four or six nights at an all-inclusive luxury beach resort in the Bahamas. Along with that, we offer a distinctive Jimmy Buffett-inspired collection of fine-dining venues, show-stopping nightly entertainment, a recently upgraded casino, bars, lounges, kids’ clubs, pools and plenty of quiet spaces to relax and unwind.
How have sales been into 2023 and beyond?
Sales were slow coming out of the pandemic, but since the rebranding, we’ve seen tremendous demand. The fourth quarter of 2022 broke all our previous booking records, and that momentum has only continued into January. We expect 2023 to be a record year for us.
Why should agents consider selling Margaritaville at Sea to customers new to the brand?
Agents will enjoy selling the universal appeal of the easygoing Margaritaville lifestyle, along with the ability to customize the experience to create a fun, one-of-a-kind escape at sea. Onboard, guests can experience fine-dining at JWB Steakhouse, try their luck at the recently upgraded Margaritaville Casino, enjoy nonstop entertainment unique to the ship and customize their own packages and excursions, onboard and onshore.
What does the future hold for Margaritaville at Sea? Might there be additional ships on the horizon?
Yes, expansion is on the horizon. We hope to introduce several vessels in the coming years and develop exciting new itineraries that fit the Margaritaville brand.
