In a sea of marketing strategies, cruise line executives are turning to social media influencers to attract new customers. Janet Bava, chief commercial officer of Windstar Cruises, emphasized the skepticism consumers have towards traditional marketing methods during the Seatrade Cruise Global conference. By collaborating with influencers, cruise lines can portray authenticity that resonates with potential customers.
Jason O’Keefe, senior director of guest experience and corporate communications at Atlas Ocean Voyages, highlighted the importance of storytelling in promoting the cruise experience. By showcasing the unique expedition to Antarctica, Atlas Ocean Voyages captivates its audience with the allure of remote and desolate destinations. Leveraging influencers with a significant following enables the cruise line to amplify its brand story and engage with a broader audience.
Contrary to stereotypes, the cruise industry is witnessing a shift in its customer demographic. Antonio Burrello, chief marketing officer of MSC Cruises, pointed out the importance of attracting younger customers who seek adventure and hassle-free travel experiences. By targeting 20-somethings and 30-somethings interested in activities like backpacking, cruise lines can expand their customer base and cater to evolving preferences.
Recognizing the influence of word-of-mouth marketing, cruise executives are prioritizing customer recommendations to drive growth. Carnival Corp. CEO Josh Weinstein highlighted a significant increase in new cruisers in the first quarter, attributing the success to targeted advertising efforts and positive word-of-mouth referrals. As customers share their cruise experiences with friends and family, the industry benefits from organic promotion and enhanced credibility.
The cruise industry’s success in attracting new customers hinges on a blend of social media influencer partnerships, compelling storytelling, and targeted marketing strategies. By adapting to changing consumer preferences and leveraging digital platforms, cruise lines can engage with diverse audiences and cultivate long-term relationships. Embracing the power of authenticity and word-of-mouth recommendations, the industry is poised for continued growth and innovation in the competitive travel market.