If you and your clients have noticed that shopping onboard cruise ships has gotten increasingly better over the years, chances are you have Starboard Group to thank. The company has been in the duty-free industry since 1958, and it is now the leading retailer at sea, present onboard 90 vessels across 15 different lines.
To get a better sense of what the organization is all about, we chatted with Lisa Bauer, president and CEO of Starboard Group.
What is Starboard’s mission in the retail space, and in the cruise market specifically?
We curate vibrant shopping experiences that enrich vacations, and we sell everything from Pringles to Prada. Our luxury division, Starboard Luxury, is the only standalone division within vacation retail, curating elevated retail offerings and experiences tailored to the sophisticated traveler at sea.
What are some of the top retail brands the company works with, as well as on which cruise lines?
Starboard partners with more than 750 retail brands, many of which are global iconic brands across fashion, jewelry, Swiss timepieces, spirits, beauty, leather goods and accessories. Brands include Bulgari, Cartier, Piaget, Omega, TAG Heuer, Breitling, Certified Pre-Owned Rolex, Roberto Coin, John Hardy, Marc Jacobs, Coach, Vintage Louis Vuitton, Gucci, Prada, Hermes, Dior, Chanel, Tom Ford, La Prairie, Swarovski, Pandora and Kendra Scott.
Cruise line partners include Carnival Cruise Line, Royal Caribbean, Celebrity Cruises, Virgin Voyages and Holland America Line, as well as internationally-targeted brands. Our luxury division manages retail on cruise brands including The Ritz-Carlton Yacht Collection, Crystal, Silversea, Scenic Luxury Cruises & Tours and Azamara Cruises.
Lisa Bauer is CEO and president of Starboard Group.
Credit: 2024 Starboard Group
How has retail at sea evolved over the last several decades?
While some things never change — the vacation shopping mindset is about bringing home mementos that celebrate something special, and guests expect good value for their money — many things have evolved.
The growth of the luxury sector post-pandemic has led to expanded luxury cruise lines and new ships and retail offerings entering the market. Vintage luxury has been a significant part of this, as guests seek designer brands, as well as rare and hard-to-find pieces (combined with the socially responsible benefit of buying vintage).
And there’s an increased emphasis on engaging, interactive events and activations in onboard retail shops that make shopping feel like another entertaining element of the cruise vacation. It's a huge priority for us, and Starboard has established a new department focused on “retail-tainment.” [We are also focused on] creating one-of-a-kind products — choose your handbag strap, build your own charm bracelet, and so on — as well as personalizing products through engraving, embroidery, embossing and more.
Then, technology has made travel retail more seamless and personalized. Artificial intelligence, augmented reality and other digital technologies are an exciting area for growth and innovation at sea. Our most recent success here is our Skinsight AI Skin Analysis experience, which is driving guest engagement, dwell time in the store and higher sales.
Retail offerings available exclusively at sea offer shoppers one-of-a-kind products and experiences that they can’t find anywhere else. A heightened connection between retail assortments and a ship’s itinerary immerse guests in the world’s most enriching destinations like never before.
How is shopping at sea different than shoreside experiences?
One big difference is dwell time. No other shopping experience has the consumer connected to the retail store for an average of seven continuous days. That provides much more time to build relationships and communicate the specialness of [the] brand and product, from deep integration opportunities with cruise experiences — food and beverage, entertainment, VIP guests, casino players and more — [to] destination-inspired retail.
What is the strategy now to offer the best in shopping at sea?
Starboard enhances the shopping experience at sea through a range of iconic global brands, customized mementos, destination-inspired artisanal goods and digital experiences. Our mission to curate a vibrant retail world fuels our strategy and commitment to bringing first-at-sea, bespoke and engaging experiences to the high seas.
How does the company’s approach differ from standard mainstream cruise lines to luxury ones?
While we certainly distinguish between mainstream and luxury cruise lines, it’s important to note that our account-team orientation drives differentiation between all cruise lines. Starboard uses data-driven insights to curate customized retail offerings for each of our cruise line partners. Products and experiences are tailored to each brand’s distinct ethos, personality and guest demographic, ensuring that every shopping experience at sea is a memorable part of the vacation.
What can travel advisors and their clients expect from the future of onboard retail?
Travel agents and their clients can continue to expect to find an exciting mix of iconic and discovery brands in the shops, with great value for money, attentive service and engaging events that make shopping very fun. Whether it’s destination mementos, vacation essentials, exclusive onboard merchandise or luxury items [they seek], our onboard associates look forward to welcoming their clients. As Starboard continues to bring innovative retail concepts to life, guests can look forward to discovering something new every time they sail and shop.
