IN the last 12 months, Celestyal Cruises has launched a new destination in the Arabian Gulf, brought in new Australian leadership, and added a second ship to its fleet – all as part of an overhaul to sell “a more relaxed way of cruising” to passengers.
Vice President Brand, Marketing, and Customer Experience Anna Gregori (pictured) explained part of the overhaul as an effort to target a “mindset”, rather than traditional demographics, in order to entice the right guests onto its ships.
“We have three mindsets that we’re tapping into, and that’s people that really want to get out and really explore the destinations, and are culturally curious,” she explained to CW on Celestyal Journey last week.
“There’s also those customers that want to travel in large groups, or multi-gen families,” Gregori enthused, adding that bringing aboard more guests from this profile has seen Celestyal’s demographic skew younger.
The cruise line will also be exploring themed cruises next year, she said.
“Look for those key tags in cruising where we’re going to curate a cruise around the food, around the wellness, the spa, the shorex, wellbeing…that’s something that we’re really going to tap into,” Gregori added.
Celestyal Cruises recently wrapped up its first season of Arabian Gulf cruises (CW 07 Mar), and announced it will be tweaking the program for next year in response to passenger feedback (CW 05 Mar). MS