| Creative Cruising gets adventurous

Creative Cruising will now
focus on adventure cruising
as it is absorbed into the
Adventure World brand.
A REVAMP OF THE WHOLESALE OPERATIONS OF
NRMA Tourism & Leisure is set to see
Creative Cruising change its course towards
niche and adventure cruising.
From 01 Jul, the company’s marketing will
be aligned with Adventure World, along with
NRMA’s other travel brands Value Tours and
Coral Seas.
Speaking to Cruise Weekly, CEO Keith Stanley
said the move was a simple financial decision.
“Having four brands is four times more
expensive than one,” he said.
“Adventure World has a good reputation
with agencies so it helps us to have clarity, for
agents to be able to differentiate the
products we sell.”
But other sectors of cruising would not be
dumped, Stanley said.
“We will continue to market the big ships
but from a wholesaling point of view, we will
focus on niche and specialty small ships
offering adventure and experiential cruises.”
Adventure World has already made its mark
in the cruising market, this year launching its
first dedicated cruise brochure (CW, 27 Jan).
Last year it took on the GSA role for
American Safari Cruises, Innersea Discoveries
and Lindblad Expeditions and its adventure
cruise sales increased by over 32%.
“Adventure World also had some success in
marketing Cruise Spirit a few years ago,”
Stanley said.
The company has budgeted for the shift in
direction, he added, “but we’re hoping the
overall amount [of sales] doesn’t change”.
The transition is expected to take 12
months to two years, he said.
“The cruise industry is maturing and we
see this as an opportunity to focus on the
people who, once they get the cruise bug, want
to explore more of the world by cruising.”
Creative Cruising’s GSA representations
remain unchanged, Stanley confirmed.
Meanwhile, former employee Katrina Bourne
returns this week as product manager, with
additional sales staff also to be recruited.