The years following the Covid-19 pandemic have seen a significant shift in the way cruise guests think about shore excursions. Travellers are searching for new and more authentic experiences, especially in destinations they may have visited many times before.
“Everybody has their own desires and post-pandemic, we’re seeing a lot of people coming to us with unique requirements,” says Christine Manjencic, vice president of destination services at Norwegian Cruise Line Holdings (NCLH). “They want more immersive and intimate experiences, and we are being pushed even more to develop small group activities.” Cruise lines have therefore adapted their excursion offering to better suit these new guest preferences. Carnival Cruise Line, for example, has taken its knowledge of guest preferences to develop bespoke experiences that are more appealing than standard tours offered by land-based competitors.
“Our tours are curated with our guests’ interests in mind because we cater to families and multigenerational groups,” says Priscilla Molina, director of product development for shore excursions at Carnival Cruise Line. “Guest insights enable us to create exclusive, tailored experiences, such as Casa Tipica in the Dominican Republic, which provides an authentic cultural immersion, and Tabasco Chef Maestro in Cozumel, Mexico, where guests cook with a professional Mexican chef.”
Casa Tipica in the Dominican Republic is a destination which provides guests with an immersive cultural experience
NCLH, meanwhile, has developed new experiences to satisfy the evolving travel habits of its guests. Its ‘Let’s Take a Selfie’ tours, initially aimed at younger passengers, have become an intergenerational success with the help of subtle marketing.
“The idea came from watching my son, who was always focused on taking a selfie at the places we visited,” says Manjencic. “We decided to take guests to places perfect for those photos, and it was a massive success. But then I realised that my 83-year-old father was sending me selfies from his own travels too. So, we changed the name to ‘Capturing the Moment’, upgraded the luxury a little, and brought them to our Oceania Cruises and Regent Seven Seas Cruises brands. To our surprise, it proved to be just as successful with our older guests!”
In order to deliver high-quality shore excursions, cruise lines must partner with established local tour operators in each destination they visit. But finding the right tour operator can be challenging.
“It’s crucial to choose operators who are reputable and committed to delivering high-quality and safe experiences showcasing the destination,” says Molina. “We reach out to local organisations like tourism boards, port authorities and chambers of commerce, keeping safety, security, quality and guest experience top of mind.”
Effective communication is also key. “We work with operators who are flexible, have excellent communication with both our shipboard and shoreside teams and always have a backup plan for tour delays and unexpected changes,” says Molina. “They collaborate with us to grow the volume of excursions, exchange information, evolve initiatives and continuously improve the overall guest experience.”
Guests taking part in a cruise line’s shore excursion benefit from the security and convenience of being guided by local experts, allowing them to immerse themselves in the culture and natural beauty of destinations, rather than having to navigate the challenges of exploring independently. “Carnival’s excursions are hassle-free, allowing guests to fully enjoy the experience without worrying about planning,” says Molina. “In vast destinations like Alaska, our expert guides make exploration easy. For example, the Neets Bay Bear Watch excursion eliminates the need for long travel, letting guests take in the scenery without the stress of navigation, while our bilingual guides provide insight and answer their questions.
Norwegian Cruise Line Holdings
“I take it as a challenge to find the experiences guests might never have done before,” says Christine Manjencic of Norwegian Cruise Line Holdings
Local experts working in partnership with cruise lines can also find places off the beaten path, which can help breathe new life into popular destinations. “Some guests might have been to an iconic destination like Rome 10 times,” says Manjencic. “So, our experts search for things which aren’t trending as a typical highlight but will give our guests a new view of the city. I take it as a challenge to find the experiences guests might never have done before.” Partaking in shore excursions developed in collaboration with local partners also enables guests to support sustainable tourism.
“Wherever I’ve been, I’ve felt the pride locals have in their heritage,” says Manjencic. “We want to be a cruise line which showcases that heritage, and the only way to do that is by connecting with the locals themselves in raw, real experiences. For example, our operator in Greece found a fisherman to take guests fishing on his boat. When I received the pictures of that first tour, I wondered whether it was the right thing to do, but both the guests and the captain loved it! It convinced me that we were doing the right thing in connecting with local communities in a way that helps them and our guests.”
Read more: Rebuilding shore excursion sales
Insider insights
Three shore excursion providers share how cruise lines can work with local operators to develop appealing shore excursions
Carly East, tourism coordinator at Sulivan Shipping Service says: “To rebuild shore excursion sales revenue, cruise lines must focus on offering unique, personalised and exclusive experiences that passengers cannot easily replicate on their own, such as wildlife spotting in the Falklands’ archipelago. Collaborating with local operators to provide culturally immersive excursions ensures that the integrity and historical value of the destination is preserved. Additionally, bundling excursions with special onboard incentives and competitive pricing may attract more passengers. Pre-cruise promotions of these experiences would also help generate interest, boost sales and enhance the overall guest experience.”
Ivan Mifsud, chairman of Mifsud Brothers explains: “Having been in the tourism industry for over 30 years, I have seen tourism evolve over the years. Malta has followed Mediterranean trends in luring those seeking warmer climates, but to overcome seasonality, it has had to bolster cultural activities in the shoulder and low months. Mifsud Brothers’ boutique destination management company 20Twenty designs well calibrated experiential activities to suit the various profiles of guests, from curated private cultural evening events at the citadel in Gozo to an intimate musical performance in Valletta at the Oratory of Saint John in front of the world-famous Caravaggio. Meanwhile, more adventurous travellers can go coastal trekking and canoeing on the islet of Comino before tasting artisanal bread and native honey at a restored bakery.”
Leyla Osorio, CEO of Global Cruises, suggests: "cruise lines maintain an updated and constantly evolving portfolio. A significant percentage of cruise line guests are repeat visitors, meaning they are often addressing an audience already familiar with the destination. When the portfolio and offerings aren’t refreshed, passengers tend to seek experiences elsewhere, as there is little difference between what cruise lines offer and what independent land-based operators may provide at a better rate. This is exactly where Global Cruises steps in – we help cruise lines address this pain point by continuously creating innovative experiences that reflect the latest trends in each destination. Some cruise lines are always open to innovation, while others are more resistant, and this is directly reflected in their market performance.”
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