SEATTLE -- Society Expeditions, a pioneer in expedition-style
cruising, has been taking people on adventures around the globe for
25 years. And as it celebrates its silver anniversary, the firm is
talking expansion.
The company wants to make a more solid
impact in the market, said its new president, Tom Russell. Hence,
both new ships to join the World Discoverer and new itineraries are
in the works.
Russell joined Society Expeditions in February, bringing with
him 28 years of travel industry experience, most recently serving
as vice president of sales, marketing and reservations for Alaska
Sightseeing/Cruise West. Russell has an extensive and varied
background in the cruise industry, including key positions at
Sitmar Cruises, Costa Cruise Lines, Commodore/Crown Cruise Line and
Silversea Cruises.
Russell decided to join Society Expeditions because he was
"taken with the types of things the company does and with its
history." He is now looking ahead to the company's future,
including trying to find ways to help agents sell the niche
product.
Plans are under way to build two 160-passenger expedition-style
sister ships to join the company's 138-passenger World Discoverer.
The first of the new ships is slated to debut in fall 2001, and the
second vessel is due six months later, Russell said.
The vessels will be equipped with cabins twice the size (225 to
250 square feet) of those on the World Discoverer. The top
passenger decks of the vessels will be appointed with 10 suites
averaging about 450 square feet each in size, with separate
sleeping areas and living rooms. Russell said the suites might even
have their own private verandas.
"The futuristic design of the vessels will appear very modern
for years to come," he said, adding that innovations, such as
heated lockers in which to store outerwear and scuba and snorkeling
gear, will add a new level of comfort and convenience for
passengers.
Although the company has yet to settle on a shipyard to build
the vessels, Russell said a final decision will be made soon and
that he is confident a contract will be in place by the end of the
summer.
Russell said with a larger fleet, Society Expeditions will be
able to take passengers to an increased number of far-flung
destinations throughout the year. Exact locations and itineraries,
however, have yet to be finalized. The World Discover currently
visits Antarctica, the South Pacific and Arctic Alaska.
The company also will be upgrading the 25-year-old World
Discoverer next spring, adding two suites for a total of five and
transforming the semi-bridge into the ship's library, he said.
According to Russell, the company, even with the new ships, will
continue to price its product competitively and try to "increase
the utilization of the vessels in order to hold prices."
Most of the line's passengers, he noted, book through tour
operators or come on as part of groups sponsored by nonprofit
organizations. They are not looking to pay big bucks for the
destination-oriented cruise experience. A two-week Alaska itinerary
is currently priced from $4,920; a two-week South Pacific trip from
$2,550, and a two-week Antarctica program from $4,880. All prices
are per person, double. Russell said the company's ongoing mission
is to offer an affordable product that enables people to really
experience a destination.
Marketing and sales is one area where Society Expeditions "has
had a checkered past," Russell said. He said that although the
product has been consistent and well delivered, it wasn't until the
last few years that a strong effort has been made to market the
vessel to tour operators. Now, thanks to that effort, the vessel
typically runs full, Russell said. This year, only two sailings
have open space available, he added.
On the retail front, the company hasn't been quite as
successful. Russell said expedition cruising appeals to a
well-educated and well-traveled client, and many travel agents seem
to have difficulty selling the product for a number of reasons,
including the fact that some agents feel intimidated.
He said Society Expeditions is searching for ways to better
educate retailers about the product. Unfortunately, Russell said,
the company doesn't have the marketing and training resources of
its larger competitors, "so for now we have to try and pick out
agents already selling this type of product and concentrate on
them."
One agent, Barbara Juchert, owner of Lake County Travel Center
in Lakeport, Calif., said Society Expeditions' lack of marketing
resources is the main reason she has never booked a client on one
of the company's cruises, although her client base would appear to
be a good match. Juchert, who often leads groups of her clients,
said the easiest way for a small company to educate agents about
its product is to get them on board for a first-hand look.
Russell agrees that there "is no substitute for seeing and
experiencing the product first hand," however, he pointed out that
because of the size of the World Discoverer and the length of the
itineraries, which average about 16 days, the opportunities just
aren't available. Russell said he hopes this will change once the
two new vessels are put into service. Meanwhile, the company will
be looking at other tools, such as the Internet, that can be used
in educating agents. Russell is optimistic about Society
Expeditions' next 25 years and strongly believes that timing is
everything.
"Watching the market, this is the right time to be at this end
of it," he said. Trends show that the number of consumers
interested in vacations that are exotic and offer educational
elements is on the rise, Russell added.
Society Expeditions
Phone: (800) 548-8669