SILVERSEA is testifying to how seriously it is taking the Australian cruise market by sailing two of its latest and most sophisticated ships Down Under next year.
The cruise line has great belief in the possibility of further developing the Australian market, Senior Vice President Global Sales Massimo Brancaleoni said, speaking exclusively to CW on his first visit to Australia.
He said the country holds the rare duality of maturity, both as a destination and a source market, making it a region of multi-faceted importance.
“Australia is important because it is an important source market, when you look at the cruise penetration, but it is also a great destination to operate the ships…sometimes you don’t find this kind of quality in a market,” Brancaleoni said.
“When you are a big market, or a promising market with a great potential to operate the ships close to home, you have two kinds of product that you sell,” Brancaleoni added.
Australians also typically book further in advance, he emphasised, and travel for greater lengths of time, adding extra importance to our market.
“On a revenue management standpoint, this is great, because you can regulate your pricing based on the number of people that are coming…the [passengers] that you get in the first part of the bookmaker are the best ones.
“Australia’s importance is reflected in its commitment of vessels to the local market, Managing Director Adam Radwanski emphasised to Cruise Weekly, with capacity steadily growing over the coming seasons.
“Next year we’re growing by about 35%, and the following years will be similar – and that’s only measured in capacity that is already on sale,” he said.
“We’re giving the market the best possible ships so we can maximize the revenue opportunities and yields.”
Silversea is also working on rolling out its S.A.L.T. program in Australia, this week giving its world cruise guests on board Silver Shadow a taste of the local iteration of the cruise line’s flagship culinary scheme.
Speaking to Cruise Weekly, Marketing Director Philippa Walker said the local program, which is still being finalised, will reflect the region the ship is sailing in.
“So if you’re in South Australia, Tasmania…the menu may change daily on board the ship in the S.A.L.T. kitchen, or they might do a beautiful S.A.L.T. cocktail,” Walker revealed. MS