SILVERSEA Cruises guests have been demanding longer and deeper exploration, which prompted the line to redesign its Kimberley program (CW 21 Sep), Senior Vice President & Managing Director Adam Radwanski told Cruise Weekly. The line undertook analysis on the future of its Kimberley deployment, and what its guests want, as...
SILVERSEA Cruises guests have been demanding longer and deeper exploration, which prompted the line to redesign its Kimberley program (CW 21 Sep), Senior Vice President & Managing Director Adam Radwanski told Cruise Weekly.
The line undertook analysis on the future of its Kimberley deployment, and what its guests want, as the region becomes highly competitive.
The result was strong demand for off-the-beaten-track itineraries which immerse its guests within nature, as well as remote and unique destinations.
“This is broadly reflected in the strength of our expedition sales in this market and around the world,” Radwanski said.
Silversea guests are also seeking longer itineraries, he added, with the average booking length in Australia around 15 days.
These factors prompted Silversea to its extend its Kimberley season up to Indonesia and down to Perth, with other destinations featuring throughout the program including Fiji, Vanuatu, and Papua New Guinea.
Silversea has also chosen to anchor its Kimberley season between its home ports of Bali, Darwin, and Perth – destinations which offer a good hotel base and air connectivity for both Australian and int’l guests.
Radwanski recognised what Silversea is doing is bold, compared to its competitors in the Kimberley, but ultimately hopes this will help the cruise line stand out within the market.
“It’s daring, it’s new, it doesn’t come without risks, but Silversea has been always at the forefront of our industry, especially when it comes to innovative itineraries,” he enthused.
“This is an example where we are trailblazing something new here in Australia, and we’re very confident we will be successful.”
One of the risks of Silversea’s new program is the higher price point, which Radwanski noted has seen its cruise packages extend from around $14,500 to well over $20,000.
He said Silversea will help educate the trade about the new itineraries, and why the higher costs are worth it, particularly as the Australian market continues to boom. MS
Radwanski is pictured with Marketing Dir Philippa Walker.
