By
David Mott |
Luxury cruise lines change their offering at their peril but president Rick Meadows says Seabourn’s three new ships are proving a hit.
Seabourn’s three newer ships, Odyssey, Quest and Sojourn, were delivered between 2009 and 2011 at a total cost of about $750 million. Rick Meadows, president of luxury cruise line, Seabourn, admits that he had some initial doubts about how the line’s larger ships would be received by longstanding guests. They each have 450 berths, which is more than double the 212 beds of the older vessels, Legend, Pride and Spirit. “We designed them to provide the core Seabourn product, but you never know,” he remarks. But with all three new ships now in service, Meadows comments: “We are gratified that passengers are moving back and forth between the two groups and liking them both.”
The latest ships “have unquestionably raised the bar for what guests can expect in a luxury cruise ship,” says Meadows. The design of the Odyssey, the first in service, was dubbed a “game changer for the luxury segment” at the time. The new ships have the highest passenger/space ratio in the industry. Meadows says there are no current plans to build more ships.
The president believes the most important element keeping the line on top of the luxury sector is personalised service. Another factor is the diverse itineraries with the line’s ships sailing round the world from the Mediterranean to South America and South East Asia.
To ensure standards are maintained, staff have to go through a company-run training programme known as the Seabourn Academy. In addition to keeping up service standards, trainees also learn about maritime, safety, environmental and health matters. Meadows says that the Costa Concordia tragedy prompted cruise lines to re-examine emergency and safety procedures and policies, leading to a “very healthy” spirit of sharing best practices and techniques.”
Asked whether the gap between luxury and mid-market (4-star) ships is narrower or wider than previously, Meadows says: “We all work hard to stay ahead of the curve. As lines in the contemporary and premium markets make strides, so do we. The ‘value proposition’ for the consumer continues to increase. Certainly that sort of competition is much better for consumers than competition strictly on price.”
Seabourn moved its headquarters from Miami to the Holland America Line headquarters in Seattle in March last year in a move which was seen by some as parent Carnival Corporation rationalising its subsidiaries. But Meadows is anxious to stress that Seabourn has “an independent brand management team” as well as “select” employees who work for both brands. The sales force has also been increased. The move was designed to bring about savings of about US$25 million, which was achieved. Meadows took over as head of Seabourn when the previous incumbent, Pam Conover, declined a move to the north-west.