Johanna Jainchill
CLIA last week held a "Luxury & River Cruising" themed media event, offering attendees the opportunity to meet with river cruise lines like Avalon Waterways and Uniworld as well as with ocean cruise lines, including many that don't generally get associated with the luxury category, such as Celebrity, Holland America, MSC, Royal Caribbean and Disney Cruise Line.
The traditional luxury players were also there -- Silversea, Windstar, Cunard, Regent, and Paul Gauguin -- as were the upper-premium brands, Azamara and Oceania. But what that wide range of cruise lines in attendance made clear is that defining luxury is more difficult than it used to be.
Bob Sharak, CLIA's executive vice president, explained that part of what is happening is that, "across all segments, the individual cruise lines continue to raise the bar."
"The segment recognized as luxury (Crystal, Paul Gauguin, Regent, Seabourn, SeaDream, Silversea, etc.) still stands out in terms of the overall experience: culinary, service standards, often a more intimate environment," he said. "However, the premium and contemporary segments have gone through a remarkable evolution driven by customer demand."
Sharak said that passengers can now craft "a premium experience" on a large ship by buying into loft suites and spa villas. He noted that certain features now found on mass-market and premium ships -- like small-room, specialty dining; high-end spa facilities; and butler services -- were once only found on "luxury" vessels.
When asked if the lines between contemporary, premium and luxury cruising had been blurred, Sharak said a better explanation was that all segments were enhancing their offerings.
"It is all about the customer and their wants, needs and lifestyle expectations," he said. "Some demand the service levels, exclusivity and itineraries of a luxury cruise. Some enjoy the big-ship experience and all the activities they make available but desire the 'best in class' in accommodations. This is why the travel agent is so very important when it comes to qualifying the customer and matching the ship and cruise to that individual traveler."
Susan Reder, president of Frosch Classic Cruise and Travel in Woodland Hills, Calif., said that the lack of differentiation could confuse consumers.
"I have extremely experienced agents in my office, and they can effectively communicate to the consumer what product would best suit them ... . [But] many new and part-time travel agents are not experienced enough to distinguish which is 'luxury' and what is 'premium' or 'mass market,' " she said. "The press doesn't even know the difference. I've watched morning shows many times ... when the so-called 'travel experts' are on, and I cannot believe what is said on national TV to the consumers.
"The well-traveled, sophisticated traveler already knows about luxury. I'm a bit concerned about the younger generation, where they take in so much information that is listed on the Internet and don't ask a travel expert for advice."
Anthony Adler, CEO of Cruise and Resort Inc, said luxury is "hard to fully define."
"If you are Celebrity, you might define it by pointing attention toward their spas," he said. "How about those suites on the Oasis of the Seas? What traditional luxury lines offer in many areas can't be matched by what we used to consider mass-market or contemporary lines.
"But, on the other hand, the luxury lines can't match the entertainment options, waterslides or other features that might be important to some
luxury clients. It all depends on who is defining luxury. We have Seabourn clients who take their kids in suites on Carnival. They find things they like about both. At the end of the day, they are still luxury clients."