FROM SHIP TO SHORE : APPLYING DISTINCTIVE CRUISE SHIP EXPERIENCES TO LANDSIDE HOTELS AND RESORTS
The cruise industry enjoys a loyal following , significant repeat business and high customer satisfaction , with guests also affirming that cruise vacations provide great value . These results have translated into strong revenue , profits and growth for the leading cruise lines 1 . So , I thought it would be interesting to detail some features that differentiate a cruise from a landside vacation and explore whether landside hospitality establishments could benefit from these insights .
Before I go further , I am conscious that there is much the cruise industry can learn from shoreside establishments . It is certainly not a one-way street . Without a doubt , landbased hospitality enterprises have created innumerable innovative frameworks adopted by the cruise industry . Further , I am not advocating that landside hotels and resorts become cruise-like products . All hospitality brands need to be true to themselves . The idea for this series of articles arose out of my 28 years in the cruise industry , and a recognition that there are some fundamental and meaningful differences between cruise and landside vacations that may be valuable to consider .
In this first article , I explore the most impactful aspect of taking a vacation – human connection . One feature of cruising that sets it apart from its land-based counterparts is the nature of a ship ’ s crew and their engagement with the guests .
1 . This reference is to pre- COVID-19 pandemic results . The cruise industry has been hit hard by the pandemic . As the threat eases and cruise lines return to operation , the industry is expected to return to pre-pandemic levels of success .
70 ILHA