THE deployment of Silversea’s Silver Nova to Australia later this year and again in 2025 is testament to the strong strategic value the market holds for the luxury cruise line.
Silversea’s local chief, Adam Radwanski, told Cruise Weekly Australia is viewed by the brand as a key source of customers for both of its Nova-class ships, with Ray to service a strong fly-cruise demand, while Nova will whet the appetite of cruise passengers closer to home.
Referring to the duo of new Nova-class vessels as a “double competitive sandwich” when it comes to Aussies, Radwanski believes Nova will be the perfect conduit to propel international bookings aboard Ray in regions like the Mediterranean.
“We will be able to showcase [Nova-class vessels] to the local market through cruises, and if you don’t want to cruise, we will bring you on board for events with the aim that you will book Silver Ray in the Mediterranean or in Alaska,” he said.
Radwanski added when Nova debuts in local waters from Nov, she will represent a “once-in-a-lifetime strategic advantage” for Silversea because few overseas operators can deploy such a new luxury ship to Australia.
“Whether you’re in the airline industry, car sector or cruise, you put your best product on the strategic market and for Silversea Australia is that strategic market and [Nova] will be a statement to the industry and our customers.”
There are hopes the local deployment of Nova will also spur bookings for overseas Silversea itineraries, gain new-to-brand customers, and build on crucial repeat client bookings, with mini famils also in the offing. AB