PRINCESS Cruises is charting a course towards breathing new life into its brand, as the business deep dives into understanding its core guests and motivations, President Gus Antorcha revealed to Cruise Weekly. “We’ve done a lot of consumer research and I’ve spoken to a lot of guests – I’ve been...
PRINCESS Cruises is charting a course towards breathing new life into its brand, as the business deep dives into understanding its core guests and motivations, President Gus Antorcha revealed to Cruise Weekly.
“We’ve done a lot of consumer research and I’ve spoken to a lot of guests – I’ve been on a lot of ships to really understand what makes Princess unique and where we have an advantage,” said Antorcha, who joined the line a year ago from his position leading sister brand Holland America Line (CW 26 Nov 2024).
“Our organisation has gained a greater understanding of our core guest [and] we’re really outlining a path to reinvigorate the brand and that’s not just out of North America – that’s globally.”
Known as ‘voyagers’, Princess’ core customers are 50 and passionate about cruising and connecting with different cultures, as well as other passengers and crew – it aligns with the findings that came out of its research into Australian passengers, who like to travel in an “elevated and elegant” way.
Antorcha also commented on the “remarkable” innovation coming out of the sector more widely, particularly Carnival Cruise Lines (“they put a roller coaster on a ship”), as well as Princess’ Royal-class and Sphere-class vessels.
“The market has really become more differentiated,” he said.
“I want to really make sure that as we continue to innovate at Princess, we’re doing it with the right lens, making sure we understand our target guests and innovate and improve on experiences that match that segment,” he said. JHM
