| Celebrity seeks to raise pricing

Solstice is the most underpriced
ship in Australia, according to
the line, which wants to attract
younger, luxury clients.
THIS season may be the last chance to sell
bargain cruises on the highest rated locally
based superliner, Celebrity Solstice.
Speaking to CW onboard this week’s one-night
cruise, Royal Caribbean commercial manager
for Australia Adam Armstrong said Celebrity
Solstice should be priced “so much higher”.
“Celebrity Cruises is not terribly well known
here, so next year we have to challenge the
industry to get guests to pay more,” he said.
“Solstice is the most underpriced cruise ship
this summer, especially for a vessel of this
quality and newness.”
He said that although the itineraries were
similar to other ships in the region, it was
“worth paying extra for the upscale hardware”.
Armstrong highlighted the superior quality of
dining and service, as well as soft furnishings,
fixtures and fittings.
“Celebrity is luxurious with a modern twist –
we are a W Hotel experience compared to a
traditional Four Seasons, an Audi rather than a
Mercedes.
“Most of our entertainment is also more of a
Cirque de Soleil style rather than traditional
cruise show theatre, and we have things out of
the ordinary, like the Lawn Club, hot glass
show, Martini Bar and Molecular cocktail bar.”
Armstrong also revealed that many
passengers were older than the line’s target
market, which was an issue of education for
travel agents.
“We are looking for people in their mid-30s
to high-50s but also anyone with youngness at
heart.”
But Solstice was selling “really well”, he said.
“It’s the top performer out of all our ships in
Australia this season and it has the best
forward bookings, although we still have space
at the back end of the program.”
Next season Celebrity Cruises plans to add
two South Pacific voyages and a three-night
sampler, Armstrong said.
In the meantime, a record number of agents
would be invited to experience Solstice to help
them “understand the brand”.
“We’re doubling capacity for our biggest ever
walkaround program in recognition of the fact
that it is such a new product.
“Only two agents came on in Darwin but we
had 100 in Brisbane and 300 plus guests in
Sydney, and approximately 500 agents who
paid to come on.”
Unfortunately, many of the one-night
passengers experienced a few hiccups with
embarkation and disembarkation, but revellers
(including Royal Caribbean’s Australian general
manager Gavin Smith) happily partied into the
early morning at Qasar nightclub.
“We probably won’t do another one-night
cruise again – two or three nights work best,”
Armstrong said.