hen Pamela Conover was named
president of Cunard Line just over a year ago, she became Carnival
Corp.'s top female executive. She also is president and chief
operating officer of Seabourn Cruise Line. Cruise editor Rebecca
Tobin caught up with Conover at the recent Seatrade Cruise Shipping
Convention in Miami.
Travel Weekly:There are some who believe
the transatlantic market is fading.
Conover: I would disagree. It's up to us to get
the message out about what a fantastic alternative the
transatlantic voyage is. It's a very different feel from a cruise
where you're stopping in a different port everyday. But that's what
makes it so special.
It really does give you back a sense of time.
TW:What are the challenges of marketing
Old World luxury and competing with today's mass-market
cruises?
Conover: We have a new [tag line]: 'The most
famous ocean liners in the world.'
Nobody else is operating ocean liners, and nobody else is
operating a regularly scheduled transatlantic service.
And those two things, combined with British service and ambience
on board differentiate the Cunard brand.
TW:Do you have any specific strategies for
selling through agents?
Conover: About 90% of our business [already]
comes from travel agents.
Our strategy is to define our brand in the clearest possible way
and get our message out to the consumer and the agent as to what
they can expect -- and price it at a level that makes it very good
value for the money.
TW:How would you describe the typical
Cunard passenger?
Conover: We have, obviously, a wide variety of
passengers, partly because of the way we spotlight certain types of
entertainment. [For example,] on the world cruise people tend to be
a bit older.
On Cunard, about 50% of our passengers are from outside the U.S.
It is that international mix that makes [each ship] such an
interesting environment.
TW:Do you have a launch date for the Queen
Mary 2?
Conover: It's scheduled for delivery at the end
of 2003 and will begin operations in January 2004.
We will open it up for bookings this summer. I think there's
going to be a tremendous amount of demand.
TW:What special features will the QM2
have?
Conover: There will be some magnificent, large
rooms. There is an extensive spa, and we've signed with [spa
operator] Canyon Ranch [to provide the services]. We're very
excited about that.
The ship is about options. We want to have options for people,
in terms of entertainment and dining. [The QM2] will have the first
planetarium at sea.
TW:With all the excitement surrounding the
QM2, What will you do with the Queen Elizabeth 2?
Conover: It will continue to do the world
cruise, because it is so recognized around the world. And it will
do cruise itineraries, rather than the transatlantic [program].
TW:About 10 years ago, you made a speech
to the industry about consolidation. What did you say at that
time?
Conover: I said that by the year 2000, 90% of
the capacity would be controlled by three companies. [It] was a
little bit contentious at that time.
I'm not some sort of soothsayer or futurist. It's just a
function of the dynamics of the cruise industry, which really
benefits from economies of scale.
TW:You are in charge of a company that, as
you said, runs the most famous ocean liners in the world. How does
that make you feel?
Conover: Great. I feel very proud.
TW:What are the challenges that you've
faced as a female executive in an industry dominated by
males?
Conover: I'm just thankful to work for an
organization such as Carnival Corp., which cares more about results
than it does about gender. It's my philosophy for managing the
business, as well.
I get a lot of support from some of the travel agents I meet.
They say how pleased they are to see me in this position, which is
very nice.
TW:Is there any advice you would give to
women in the travel business?
Conover: It's to be very clear in terms of your
goals in what you're trying to achieve. Try to broaden your
experience and don't be afraid to step out there and do something a
little bit different.