Johannesburg - While the world cruise market is booming, South Africans are starting slowly to catch up… but the growth we are seeing in cruising in this country is “scratching the surface”, says a major international industry player.
Helen Beck, regional director for Europe, Middle East and Africa for Royal Caribbean International, Celebrity Cruises and Azamara Club Cruises, who was recently in South Africa, says the potential for growth in the cruise business here is significant.
“When looking at the vacation industry as a whole, within the spectrum of holiday choices, cruising is not naturally in the mix. We would like cruising to be considered as a priority in the holiday decision-making mix among South Africans.”
The cruising fraternity is also starting to change, she says.
“We are seeing changes in the age demographic of those choosing to cruise. For example, multi-generational families are increasingly seeing a cruise as a great way for different age groups to come together in one place and yet benefit from all the different activities onboard the ship.”
Royal Caribbean’s Oasis and Quantum of the Seas classes are drawing younger people, while the brand itself is perceived to be a contemporary category. The group’s premium cruise line, Celebrity Cruises, “draws the more discerning young and up and coming cruisers or ‘dinkies’ (double income, no kids) as you South Africans refer to them”, says Beck.
In terms of popular destinations, South Africans have always liked the Mediterranean.
“However, Asia is becoming increasingly popular because no visas are required and hence no extra costs,” says Beck. “The Caribbean is still a very desirable destination. Splendour of the Seas will be going to the Arabian Gulf in December next year until April 2016 and we expect great demand from South Africans.”
Interest in cruises to Asia is also strong and set to grow, she says.
“RCC is a leader in sourcing guests from all over the world because of the depth of our sales and marketing presence in many countries,” says Beck. “This means our cruises attract a cosmopolitan mix of guests, resulting in a lovely atmosphere on board. We deliver a wider demographic mix than many other cruise lines, which is very attractive to destinations wanting to draw guests from developing markets, and to drive new land-based tourism initiatives.”
Beck has some sobering words for those of us in this country who believe South Africa could become a major cruising destination and give a major boost to the tourism sector.
“Two destinations that are currently not on the cruise sector’s map are Africa and India, which are huge potential opportunities for us. However, for ships to go to these destinations there is a requirement for infrastructure development. This will involve industry-wide engagement with various governments, port authorities and tourism bodies across both continents. One destination does not make a cruise.”
While the cruise sector is growing globally, Beck says she does not believe this has been at the expense of other sectors in the tourism business.
“There is room for all of us, and the tourism ecosystem everywhere benefits from cruising. The economic benefits of cruising are manifold – ranging from ship-building to crewing (job creation), foreign exchange influxes, as well as impacting airline, hotel, and taxi industries, port and tourism authorities.”
Cruising, she adds, “offers amazing value for money and provides a taste of different destinations in a really easy way”.
RCC’s investment in new, state-of-the-art ships is part of a trend in the cruise business, which has seen capacity increased significantly in recent years.
“Our biggest ships, Allure and Oasis of the Seas, offer a phenomenal number of activities. This is the joy of a big ship in that it has the capacity to provide tremendous facilities, yet the flow and technology incorporated into the ship gives the cruiser a very individual experience.”
After the launch of Quantum of the Seas this month, the Anthem of the Seas (which is in the same class as the Quantum) will arrive in April next year. A new Oasis class vessel joins the fleet in 2016, bringing the RCC fleet to 24 ships.
Quantum is an ultra high-tech ship and RCC is aware that the technology is a way of attracting a younger clientele, but at the same time the group strives to maintain the traditional values and hallmarks of cruising in a digital era.
“It is a balance. Technology is all around us and we need to be abreast of current trends in order to future-proof our industry.
“There is no doubt that technology can enhance our guest experience.
“Even with the technological advances, RCC has taken pains to preserve some of our signature entertainment elements, such as our rock-climbing wall, flow rider (surfing experience), and our core dining venues, even though we have added other restaurants. Our Gold Anchor service programme, too, ensures that there is a consistency in our service across all our ships.”
The group has seen a high return rate for its customers, something which is reflected in the fact that cruising as a holiday category gets a high return rate.
“We have loyalty programmes across all three lines, which include about 6 million people,” says Beck. “Satisfaction levels are high and validate what we are saying. Word of mouth is huge, going a long way to selling the experience and cruising as a whole.”
Saturday Star