FORT LAUDERDALE — Some of the best low-cost marketing tools cruise lines with small budgets can leverage are travel agents, past guests and other brands, according to two cruise presidents.
Rick Sasso, president of MSC Cruises USA, and Edie Rodriguez, president of Crystal Cruises, spoke to travel agents at Cruise World, a Travel Weekly event.
Sasso said while MSC is big globally, it only has one ship in North America. “We compete with behemoth marketing giants, with ad budgets of $50 million to $100 million,” he said.
To do so, MSC has introduced its brand through partnerships with better-known brands such as Fiat cars, Lego toys and Disaronno liquors. He also cited travel agents as a cost-effective marketing strategy.
“We don’t have tens of millions of dollars in branding money, but we certainly have thousands of pied pipers like you to go out and spread the word,” Sasso told the group.
Rodriguez said one of her best marketing resources is the Crystal Society, the line’s club for past guests. “They truly are a society unto themselves,” she said.
Taking a deeper dive into how to retain customers and get them to spend more has paid dividends, she said, as has a new strategy for social media, which Rodriguez said has the most cost-effective return of any marketing investment.
Asked about attracting younger guests, Sasso had a short answer: Wi-Fi. He also said that ships are so much bigger than when he started in the business 40 years ago that they can offer activities for all.
“It’s not about age anymore. Years ago it was about demographics. Now it’s lifestyle, it’s psychographics stuff. And most ships can do most of it,” he said.
Rodriguez said Crystal has created what it calls “lesser night voyages” for working guests who can’t get away for Crystal’s longer itineraries. A less formal dress code also appeals to younger guests, as do new onboard offerings such as “site running,” which combines a shore excursion with a jog.
To gain critical mass, Sasso said it is important to convince his owners of the opportunity in North America, not just Europe and South America, “You don’t want us to be a one-dimensional cruise line,” he said.
Rodriguez said profits are the main benchmark for ship acquisition. “It’s about delivering profits.” She said that during her first year as president, Crystal had the fourth most profitable year in its 24-year history.
“That’s what talks, and that’s what makes your board listen,” she said.
View a video recap of Day 3 of CruiseWorld.