Silversea is well-known for its luxurious cruise experiences across the globe. However, with the introduction of new president Bert Hernandez, the brand is poised to undergo significant changes. Hernandez, a seasoned veteran in the Royal Caribbean Group, brings a fresh perspective to the table. He emphasizes the importance of three brand pillars: curation and delivery of destination experience, culinary excellence and innovation, and personalized, engaging service. While these pillars may seem standard in the luxury cruise industry, Hernandez’s vision for their implementation sets Silversea apart.
One of the key areas of focus for Hernandez is optimizing Silversea’s itineraries. Traditionally, Silversea ships have traveled extensively, often moving from region to region. However, Hernandez believes that this approach has led to challenges in both revenue generation and guest satisfaction. By regionalizing ships and focusing on refining experiences in specific ports, Silversea aims to enhance the overall destination delivery for its guests. This shift in strategy will also eliminate long repositioning voyages, leading to greater operational efficiency and cost savings.
Another aspect of Hernandez’s vision is to attract a younger demographic to Silversea’s cruises. While the brand’s current average passenger age is 65, Hernandez aims to introduce more youthful energy to the mix. One strategy involves leveraging Silversea’s expedition ships, which already have a lower average age, to attract younger travelers. Additionally, coordinating port visits with festivals and offering more active shore excursions are part of Hernandez’s plan to appeal to a younger audience. Cross-marketing efforts with Royal Caribbean Group and the introduction of shorter itineraries for working professionals further support this objective.
Hernandez recognizes the importance of fostering diversity among the crew members onboard Silversea ships. Unlike the traditional practice of assigning roles based on nationality, Hernandez has made a deliberate effort to recruit staff from a variety of cultural backgrounds. This diversity not only enhances the guest experience but also brings a unique perspective to the overall service delivery. Guests have the opportunity to interact with individuals from different parts of the world, enriching their cultural understanding and creating a more vibrant and inclusive environment onboard.
Jason Liberty, CEO of Royal Caribbean Group, highlights Hernandez’s customer-centric leadership style as a key reason for his appointment to lead Silversea. With a focus on operational excellence and a deep understanding of customer preferences, Hernandez is well-equipped to drive the brand forward. His emphasis on quality service, innovative experiences, and cultural enrichment positions Silversea as a top player in the luxury cruise industry.
Silversea’s evolution under Bert Hernandez’s leadership reflects a commitment to redefining luxury cruising. By focusing on destination delivery, attracting a younger demographic, fostering cultural diversity, and maintaining a customer-centric approach, Silversea is poised for success in the ever-evolving cruise market. Guests can look forward to a refreshed and enriching experience onboard Silversea’s ships, setting a new standard for luxury travel.