This article was first published in the Spring/Summer 2017 issue of International Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.
“If I could use one word to describe this past year it would have to be ‘growth’,” she says. “We all witnessed the growth of the cruise industry and for me, both personally and professionally, 2016 was a year of growth. Looking back over these 12 months, I am proud to say that CLIA has evolved into an organisation that is well positioned to leverage all constituents in our community to support the common interests of the cruise industry.”
D’Aoust describes the year as being full of highlights, with the formation of a global leadership team particularly standing out.
“At CLIA, we have strengthened our leadership team around the world by bringing onboard a myriad of experts who are passionate about this industry and focused on the future,” she says. “And to ensure our leaders focus on the right priorities, together with our most senior cruise line leaders, we have defined priorities and success metrics to create a roadmap for CLIA.
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CLIA has also worked to enhance its engagement with members and to advance its research practices.
“The satisfaction scores across all membership types is at the highest level in history and anecdotal feedback confirms the increase in value we are providing to our community,” D’Aoust says. “This year, we also worked with internal and external stakeholders to build a strong research repository that includes reports on economic impact, environmental issues, and updated data for our industry.”
The association recently released its CLIA 2017 State of the Cruise Industry Outlook report, which provides an overview of current trends and areas of focus within the industry. The report indicates that the future looks bright, but what does D’Aoust believe the key drivers behind this positive outlook to be?
“I always like to reinforce that the number one key driver is the unprecedented diversity of cruise travel choices currently offered,” she says. “Cruising allows each traveller the opportunity to create their own unique experience. From expeditions to Antarctica to leisure cruises in the Caribbean, today more than ever before, there is a cruise for every travel occasion, style and budget.”
D’Aoust says that because of this, the industry is attracting new and repeat cruise passengers of all ages.
“In fact, cruise travel is being embraced and enjoyed by cruisers among younger generations, including millennials, creating a new ‘cruise generation’,” she says.
For this positive outlook to become a reality, a sense of togetherness, hard work and a focus on each and every passenger will be key.
“To deliver on the potential around the world, everyone in the cruise industry must continue to work together to deliver the best once-in-a-lifetime experience for each guest,” says D’Aoust. “Additionally, they are part of the ‘cruising experience’ and must help tell our story. Many inaccurate myths exist and they have a role to play in educating, advocating and promoting this industry. ”
D’Aoust explains that the recent CLIA Cruise Travel Report: Attitudes, Behaviors and Travel Preferences of Cruisers and Non-Cruisers found that, among a variety of factors, cruisers and non-cruisers alike are looking for a unique experience that fits their specific travel desires.
“The industry will be rewarded for ensuring this is delivered to every guest on every trip,” she says.
D’Aoust hopes that she will continue to oversee positive shifts within the industry, but implores association members and the wider industry to work together to ensure that the growth continues.
“Together, we are stronger,” she concludes. “Our voice will be louder and our influence greater. My greatest hope for this year is a continued unity among the cruise industry as a whole. This also applies to leaders across the industry. We owe it to our communities and members to find ways to work together rather than continue to fraction the industry and we will only be successful if everyone continues to work together.”