By
Alex Smith |
One of the unique appeals of a cruise holiday is the unrivalled opportunity for exploration. While a city break typically limits guests to staying in one place, cruises allow them to visit a variety of destinations, experiencing different cultures and meeting new people at every port.
Shore excursions are a crucial part of the cruise experience, with cruise lines providing guests with expert guidance that helps bring a destination to life. In recent years, however, cruise lines have faced growing competition from land-based tour operators, who sometimes deliver excursions at lower prices.
Claudine Pohl, founder and CEO of hospitality and consulting firm Lemoneight, suggests that in order to compete with these new offerings, cruise lines must focus on promoting what makes their excursions unique.
“Cruise lines need to create value-added options,” says Pohl. “This is an industry with high standards of service and a strong commitment to environmental protection, which the passenger perceives from the moment they begin their journey. Cruise lines need to prioritise shore excursion products that reflect this quality and commitment.”
Ensuring that the perception matches the reality requires a well-crafted approach to branding, suggests Pohl.
“Tour options need to be branded as ‘Only With Us’, emphasising the idea that guests can rely on and trust cruise lines to know what’s best when it comes to delivering shore excursions,” she says. “By focusing on tailored experiences and introducing an element of exclusivity, a marketing and social media campaign can increase sales of shore excursions.”
A chocolate making experience in Santo Domingol
Cruise lines can’t do this alone, however. Selecting the right tour operator to provide their excursions is a crucial element of delivering a standout experience for guests. Pohl identifies three key areas of consideration for cruise lines, the first of which is the story an excursion tells.
“Is the operator branding the tour to match the cruise line’s brand ethos and company culture, or just taking a one-size-fits-all approach?” says Pohl. “Operators should come well-prepared to a one-on-one meeting with the cruise line with an understanding of their specific needs and desires, as well as the overall company brand.”
Next, cruise lines must evaluate the operator’s approach to delivering its tours, encompassing both technical considerations and the quality of the guest experience.
“Tour operators must adhere to safety regulations and standards by having proper insurance, trained staff and well-maintained vehicles,” says Pohl. “They should also be capable of demonstrating an ongoing commitment to sustainable tourism, as well as an ability to adapt to unexpected situations.
“On the guest experience side, an operator should be able to ensure a welcoming and accommodating experience with staff who have good communication skills and language proficiency. Guides should also have a deep understanding of the destination and be able to engage guests with a variety of compelling stories and insights.”
A mud bath in Yucatán México
Finally, Pohl highlights the importance of good communication between a tour operator and the cruise line they’re working with. “Tour operators who stand out are proactive and communicate often, both when things go wrong and when incredible moments occur,” she says. “On one of my trips, I heard an operator share that their tour guide helped a guest with a wedding proposal, making the experience even more memorable. I asked, ‘Did you share this with the cruise line?’ and they hadn’t. We often reach out when things go wrong, but it’s also important to share when things become epic!”
By building an appealing shore excursion offering with the right operators, cruise lines can therefore give themselves the best chance of attracting new guests, especially as passenger demographics continue to change. However, Pohl points out that there is also opportunity for shore excursions to deliver benefits for the destinations they visit.
“Shore excursions present a unique opportunity to promote sustainable tourism practices,” she says. “By partnering with local communities and showcasing their culture and natural beauty, we can create memorable adventures for travellers while ensuring that our operations benefit the destinations we visit. Ultimately, our goal should be to balance profitability with responsibility, ensuring that our excursions leave a positive impact on both travellers and the environments they visit.”
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