Luxury cruising has always been associated with a certain demographic, but recent efforts by Embark Beyond and Silversea Cruises are challenging that perception. By inviting top-selling Embark advisors, including those who don’t typically sell cruises, to experience the Silver Nova’s first Alaska sailing, they aimed to showcase the unique offerings of luxury cruises. This initiative not only targeted capturing a new generation of travelers but also a new generation of travel advisors. The goal was to change the way cruises are promoted to a younger audience by highlighting the spacious, elegant cabins and the variety of bespoke experiences available onboard.
One of the key takeaways from this experience was the shift in perspective among advisors who had previously been hesitant to sell cruises. For advisors like Amy Warren and Shinny Bickoff, the luxury cruise experience opened their eyes to the value of such offerings for their clients. Amy Warren, who had recently joined Embark, recognized the appeal of luxury cruises for clients seeking a luxurious hotel experience while exploring multiple destinations without the hassle of constant packing and unpacking. Similarly, Shinny Bickoff, who had concerns about the environmental impact of larger cruise ships, found that smaller ships like the Silver Nova offered a more sustainable and culturally immersive experience. The use of locally sourced produce in the S.A.L.T. Kitchen and support for local businesses also resonated with her values.
While the luxury cruise experience was well-received by most advisors, there were still considerations about how to position it for different clientele. Victoria Page, a former Starwood executive with a clientele inclined towards five-star hotels and resorts, initially had limited knowledge about cruises. However, she was impressed by the adult-oriented, elegant, and first-class nature of luxury cruising, drawing parallels to the loyalty and sophistication of Four Seasons guests. Recognizing the value of dedicated, personalized service and luxury amenities, she saw an opportunity to introduce luxury cruises to her upscale clients who valued quality experiences.
The Alaska sailing on the Silver Nova served as a catalyst for advisors to explore opportunities in the lucrative expedition cruise market. Activities like helicopter rides, bike rides, spa treatments, and culinary experiences showcased the diverse offerings available onboard. Experienced advisors like Marla Fowler, who typically focused on luxury travel and lifestyle experiences, found the combination of upscale amenities and adventure activities in Alaska to be a unique selling point for her clients. The upfront pricing and the variety of excursions and dining options provided a clear roadmap for discussing luxury cruise options with clients.
Overall, the collaboration between Embark Beyond and Silversea Cruises on the Silver Nova’s Alaska sailing highlighted the evolving landscape of luxury cruising. By targeting a diverse group of advisors and showcasing the unique features of luxury cruises, the initiative aimed to expand the market appeal and change perceptions about cruising. Through personalized service, sustainability initiatives, and immersive experiences, luxury cruise lines are redefining the future of cruising for a new generation of travelers and advisors alike.