62 FEATURE: SHORE EXCURSIONS 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 landbased 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. Rebuilding shore excursion sales Claudine Pohl of Lemoneight speaks with Alex Smith to share her experience in providing and promoting shore excursions that deliver for cruise lines, their guests and the destinations they visit Photo: Claudine Pohl A carpet making experience with a local in Durban, South Africa
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