If you owned a cruise line...

[azlefty]

I'd probably sell it as fast as possible and kick myself for having bought into the business. Way too competitive and subject to forces outside my control (cost of fuel, disposable income of customers, geopolitics, etc.) I'd stick to easier or more profitable industries. In fact this is why I don't own stock in CCL etc.

[Aoumd]

Alright folks, welcome aboard Aoumd Cruises!

 

1. What kind of customer loyalty plan would you have?

Two more tiers than we're seeing with Carnival and the VIFP. New tier at 50 credits with laundry and arcade credits for kids (and add casino perk for adults). New tier between 75 and 200 credits. Credits would be earned on a per night basis, but with bonuses for cabin types (+10% for OV, +20% Balcony, +50% Suite). Of course, with bonuses for most cabins, the thresholds may need to be a little higher than they are on VIFP so that the average cruiser gets to each level at the same rate as they would on Carnival (you do want to keep your cruise line in business, no?).

 

2. What ports would you absolutely NOT include on your itineraries? Why?

"Never say Never" but I'd try to stay away from ports where there's nothing at the port. Freeport comes to mind (though as a logistics/transportation major in college I loved staring at the working port from the cruise ship).

 

3. Would you have elegant nights on cruises? if so how many and how elegant? (i.e. formal wear or just a nice outfit)

 

Yes. One on cruises <7 nights and two on cruises 8+ nights. For guys, a jacket. Doesn't matter if it's with Dockers, a suit or tux. Corresponding level of formality for women.

 

I'd actually want to take advantage of a two-deck dining room by opaquing the railings from the upper level overlooking the lower level. This would allow those who wish to eat formally to do so on the lower level, and those who don't want to dress up to eat on the upper level, at an angle where those on the lower level can't see. Gives both the dress code would-be violators, and those who want to dress up what they want...unless what you want is to force a behavior on another group of customers. Since the MDR would have two decks, you could have formal vs. informal dinner entry through the different decks, and just make the deck with the main entrance to the MDR an entire formal deck for the evening.

 

4. What kind of entertainment would you provide?

 

The usual stuff, but add in a dueling Piano Bar (if you've ever been to a Howl at the Moon, those places are hopping!).

 

5. Would you have different perks for people booking different room types i.e. insides vs. balconies vs. suites?

 

Not in the public parts of the ship, but if you wanted to give the suite customers some special concierge or enhanced attendant service that's fine. Also a priority line at check-in.

 

6. Would your cruise line lean more towards value or opulence? explain..

Value, with a few touches. I think there are a lot of things that can be done with decor that make a ship more upscale than Carnival but don't cost much to maintain. I'd fix the Room Service menu so you can order anything being served in the Lido or MDR at that time. And would a half-a-percent increase in staff to enforce deck chairs, dress codes and fill out a lido band really break the bank?

 

7. Would you listen to customer feedback? Would you reward people who gave feedback with some type of OBC?

 

You MUST listen to customer feedback. Customer comments, surveys, focus groups, even trolling here on CC. But you must listen to ALL customer feedback, not just a few angry screaming customers. I've never worked in the cruise industry but I have worked in other parts of the travel industry, including in customer-facing situations. There are plenty of times where the most irate, loud, screaming customer is upset about a policy, decision or other issue that your company has to make for the sake of a much larger group of your customers in a situation where you can't be everything for everyone all the time. As I'll explain for (9) later, some of this can be diffused by clearer communication before sailing.

 

That said, I don't see how a cruise line can't do what so many other companies do and say "fill out this survey to give us your feedback and you're in the running for [whatever product that company sells]." Maybe a monthly drawing of $500 off a future cruise?

 

8. Tipping? mandatory or at customer's discretion?...what would the tip breakdown be?

 

I'd say customer's discretion for sailings out of the US and countries where tipping is customary, but just build it into the cruise fare for places where tipping is not customary.

 

9. Anything extra you would like to add? I can't think of everything.

 

Yeah, the chair hog issue. I mentioned having enforcement staff. But I really like what I heard Celebrity does with little reminder cards on the chairs in the morning.

 

As part of the booking process, I'd put a simplified terms of service page in addition to all the fine print that customers must read, click/sign and agree to in big, bold, print. Just a few sentences. Reminding them about the missed port policy in 1-2 sentences, the alcohol policy in 1-2 sentences, and whatever other 2 or 3 rules are causing the most customer service situations at a given time. This way the most common issues are not buried in fine print.

 

Oh and I'd have three pools on the Lido Deck. Multi-use pool, family pool, and adults only pool. My rule for the Adults only area would be 18 years old, not 21, as they're adults, there's no alcohol being given away, and do you really need staff kicking out 19-20 year olds?

 

I'd have overlapping ages for the kids clubs too, as it seems like a minor touch that would have a major impact on families, keeping a sibling within one year of the cutoff with other siblings in a group.