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.

The Art of Market Positioning

January 27, 2014 Steve Wellmeier

The marketplace will position you whether you like it or not, putting your product in this basket or that, among all those baskets that deliver the product that a buyer might choose in a particular segment of the market. Photo courtesy Magnolia Bask… — The marketplace will position you whether you like it or not, putting your product in this basket or that, among all those baskets that deliver the product that a buyer might choose in a particular segment of the market. Photo courtesy Magnolia Baskets.

Is good content enough these days?

What if it’s not as descriptive or representative of your product or service as you think it is, and doesn’t really set you apart from your competitors? Understanding the craft of positioning can help.

This post was inspired by a webcast I had the good fortunate to listen to last week. The webcast, How to Drive Travel Purchases with Content Marketing, was presented by the travel media company Skift and travel content provider DreamPlanGo.

The webcast provided great advice, to be sure. But it got me thinking about another ingredient in the marketing strategy mix that shouldn’t be overlooked before you start drafting your content marketing mission statement. Unfortunately, it often is.

Are Small Ship and Expedition Cruise Marketers Ready for Chinese Travelers?

January 16, 2014 Steve Wellmeier

In recent months, mainstream and travel trade journalists issued a flurry of articles about the growth of Chinese outbound tourism.

I find the sheer magnitude of the numbers and the estimates remarkable:

As of year-end 2012, Mainland China was the biggest source of foreign tourists in the world, with 83.2 million Chinese citizens having traveled abroad during the year, a 398% increase over the previous ten years. This number is pegged at 97 million for 2013, with some observers seeing continued annual growth of 15%–20% for the next few years.
Collectively, Chinese travelers will spend roughly $129 billion from mid-2013 to mid-2014 on outbound travel, more than any other nationality, having surpassed both the U.S. and Germany for the first time in 2012.
More than one million Chinese citizens have assets exceeding $1.6 million, with foreign travel generally thought to be an essential part of their spending habits. Of this elite group, 68% spend more than $8,000 while overseas, and 28% spend more than $16,300. Many with less modest incomes, especially in second- and third-tier cities, are also saving for their first visit to the West.
China is on track to become the second largest cruising market after the US by 2017.

What Does This Mean for Small Ship and Expedition Cruising?
I was curious what these trends mean for the small ship and expedition cruise segments of the industry – the area that I know the best – and wanted to learn a bit more. This blog post explores some of the marketing issues involved in tapping into the Chinese market, as well as the many cultural challenges in bringing these travelers aboard small cruise ships.