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Communications & Management for Travel Organizations

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"There's Just Too Much Demand"

April 12, 2014 Steve Wellmeier
Avalon Tapestry. Photo: Avalon Waterways

Avalon Tapestry. Photo: Avalon Waterways

“There’s Just Too Much Demand”

So said a European river cruise executive at a travel show in February about current market conditions, as reported recently in an article entitled "Selling River Cruises? Better Get On Board Early" in Travel Market Report.

But something seems to be missing in this and other recent articles, both in the statements from the riverboat operators themselves and also in the reporting by the travel media. For me, there are two major disconnects between what I’m reading on one hand and what I’m actually seeing in the marketplace on the other.

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In Marketing, Small Ships Tags European Riverboats, Market Positioning, Product Differentiation
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A Renaissance in Small Ship Expedition Cruising

February 18, 2014 Steve Wellmeier
Sea Spirit in the Lemaire Channel, Antarctic Peninsula.

Sea Spirit in the Lemaire Channel, Antarctic Peninsula.

Last week’s announcement by Hurtigruten celebrating the 50th anniversary of its vintage vessel MS Lofoten reminded me of the longevity of smaller expedition ships, and of the market niche that loves them.

The company has a storied 120-year history of transporting both locals and international tourists along the Norwegian coast, as well as offering expedition cruises around Svalbard and, in more recent years, to Antarctica. While most passengers nowadays opt for Hurtigruten’s larger and newer ships, the 150-passenger Lofoten clearly appeals to a niche of the market with her classic nautical lines, wood paneled interiors and intimate atmosphere. She's created a real identity for herself.

There are many other small, vintage vessels that still ply the remote corners of the globe, catering to adventurous travelers. I hope to blog about a few more of them in the future, and how they’re marketed. For now, I want to sort out a fleet of 25-year-old sister ships that do their fair share in taking curious travelers to out-of-the-way destinations on expedition cruises.

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In Antarctica, Cruise Ships, Marketing, Small Ships Tags Expedition vessels, Galapagos Islands, Market Positioning, Product Differentiation
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The Marketing of Airline Safety Videos

February 5, 2014 Steve Wellmeier
Jersey Girls in Delta Air Line's new 80s-themed safety video.

Jersey Girls in Delta Air Line's new 80s-themed safety video.

Travel and hospitality companies generate a lot of print, online text and video material for their customers and prospects, probably more than most other industries. For purposes of this blog post, let’s call it content, but content understood in the broadest definition of the term.

One can make the case that most, if not all of this content – whether a marketing brochure, YouTube video, instructional manual, set of safety guidelines, an extended warranty or guarantee, Twitter post or even a restaurant menu – has a role in furthering the company’s brand.  I understand that.

But why has it become de rigueur that an increasing amount of this content should now aim to be comical, titillating or play cynically to an inside joke or knowledge of a movie or TV program that many of us have never seen, or are unlikely to care about? 

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In Marketing Tags Social Media, Content Marketing, Market Positioning, Product Differentiation
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