Family cruising is the new vogue, according to Richard Meadows of the Holland America Line.
“One change that has been happening over the last few years, which is a trend and not a fad, is the creation of multigenerational travel,” he said during a trip to Sydney from the line’s base in Seattle.
“The whole notion of the family taking a vacation together. . . has become very important to us.”
Meadows, who is executive vice-president, marketing, sales and guest programs with the premium cruise line, says it has activities designed for every age group from seniors to toddlers.
“It doesn’t matter what age you are,” he says. “We have activities for specific age groups.”
For example, families can go swimming together or a live show or movie or just enjoy being together as a family.
But then the cruise also allows the grownups to go dancing, take in a show, visit the casino, or sample the ship’s fine dining. Kids can also take advantage of Club HAL or teens’ activities.
Family cruising is one of the fastest growing segments of cruising, attracting more than 25,000 kids and their families aboard Holland America’s 14 ships every year.
It has created a Family Reunion Program with reduced fare group rates and inclusions applicable for families booking eight staterooms or more on any cruise.
For parents travelling with children in the same cabin on individual fares, the line offers reasonable third and fourth berth cruise fares. The actual price depends on itinerary and cruise length.
Other new initiatives include a partnership with Microsoft, offering digital workshops.
The complimentary onboard workshops led by Microsoft-trained “techsperts” showcase state of the art technology, enabling all levels of camera and computer users to take better photos, make movies, edit and create scrapbooks and share digital memories.
They also learn how to participate more in social media including how to make a blog, he says.
The ships also have culinary arts centres, which he describes as “unparalleled in the cruise industry”.
“We’ve spent over $US1 ($NZ1.8m) on each one of our ships and we’ve created a dedicated culinary arts centre.”
This is a theatrette with two wide-screen TV sets making it easy for all spectators to get a close-up view. Working with the US Food and Wine magazine, they’ve sourced 60 chefs from around the world to sail with them and put on demonstrations.
Passengers – including children – can also take more detailed cooking classes for a “small charge”.
Surprisingly, Meadows says the past year was a “record” one for the line, with “significant” growth.
Australian passengers have been a big part of it.
The line has now had four five-month seasons with a cruise ship plying between Australia and New Zealand, this year replacing the 55,819-ton Statendam, which carries up to 1,258 passengers, with the 61,396-ton Volendam, with room for 1,432.
The venture confirmed the love of cruising among Australians and New Zealanders continues, and that there’s room for a five-star ship to operate in the region in the warmer months as well as P&O’s populist Pacific Star, Pacific Sun and the new Pacific Dawn, together with its Princess summer visitors.
All come under the umbrella of Carnival Corporation, the world’s largest cruising conglomerate.
As well as round trips to New Zealand, from January, 2010 ms Volendam will take longer cruises to New Caledonia and Port Vila as well as other ports in the Pacific.
“We are filling our ships and guests are still sailing and I think it all comes down to value,” Meadows says. “You look at the cruise industry which has become very popular and has grown based on the fact that there’s so much value received for what’s invested.
“. . . in this economy our value relationship has gone up even that much more because you’re able to pay upfront and advance for so many things that are included in that overall vacation.”
While the majority of “guests” are American and Canadian, Australian numbers have increased to make them the third biggest group – with 30 to 50 per cent sometimes.
With high air costs, having a ship sailing out of Sydney makes cruising much more affordable for Australians.
“It’s an exciting change for us,” he says, referring to the number of Australians cruising with them.
The line also offers a vacations stimulus plan, which is a way for consumers to get a few extra benefits such as cheaper deposits and hotel stays.
“We have some of the best values and pricings we’ve seen for many years,” he says.
The cruising season from Australia usually runs from early December to mid March.
New among Asia cruises are a 14-day South-East Asia itinerary from Singapore to Hong Kong in April and a reverse cruise from Hong Kong in November.
Segments can be taken on the “grand voyages”. There’s also a 34-day Australian cicumnavigation leaving on March 14, 2010 which includes overnights in Hobart, Perth and Sydney
While in Australia, Meadows led training sessions with local travel agents, and says 90 per cent of their guests “are sourced from travel agents”.
“What we want to make sure we do is keep them well informed,” he says. “There’s no question it’s a challenging time. Many are sharpening their skills. . ..focusing on new ideas, doing more training.
“(but). . . Holland America line is absolutely still filling our ships.”
Source: DIANA PLATER – AAP
