How To Attract Cruise Ships to Your Port
If you Build It, Will They Come?
Not Necessarily
Recently we had an inquiry from a port about utilizing our services to attract cruise ships to their destination. They were very frustrated. They were promoting the destination, hired a consultant to put a long term plan together and attended Seatrade. Their plan was to build a beautiful new cruise facility. But would the cruise lines come just because they built a larger pier and new terminal?
As they planned, they tried to share their progress with the cruise lines. Sadly it was mostly met with silence. Essentially, they felt they were no further along than when they started and watched as nearby ports began to see results.
There are multiple challenges when trying to promote your port to a cruise line executive. First is that they receive hundreds of emails a day from different people and ports from around the world. As we all do, they focus on what is important to them at that time. Some of the cruise lines work with over 500 different ports.
So your first step is to get their attention. This isn’t always easy. I have worked in the business for over 20 years and have very strong relationships and it is still hard at times. My first word of advice…PERSISTENCE. Remember, it’s not necessarily that the cruise lines don’t want to talk to you, it’s just that they don’t have time and you are not their priority. I realize that I am off topic here, but persistence is key in the cruise industry and remember nothing happens overnight. Cruise lines plan years out for their itineraries.
So, what I believe is a mistake by many ports is that they focus too heavily on the new facilities or planned facilities. Of course this is important. Everyone loves shiny and new, especially the cruise lines. They invest millions even billions to keep their fleets fresh and refurbished.
So as you put your plan together to attract the cruise lines remember it’s more than just a nice new terminal. The larger lines with the bulk of the ships need more. They look at destination desirability, port satisfaction and port value (cost vs. revenue). It’s a blend of these items.
So my question to you is:
1. What are you doing to market the destination and how can the cruise lines benefit? Is your destination known and desirable?
2. What is the impression of the destination for the guests that want to explore independently?
3. What incentives can you offer the cruise lines and what kind of revenue will they make in port i.e. Shore Excursions
4. Can you make any guarantees? Essentially, can you take some of the risk out of trying your destination for the cruise line?
So, if you build it will they come? Not necessarily. There is much more work to be done once you have a pier and terminal in delivering a positive and profitable destination for the cruise industry.