Short windows limit marketing of Cuba cruises

Royal Caribbean’s Empress of the Seas is scheduled to sail to Cuba from Miami on April 19, then move to Tampa for its next two Cuba departures.

Travel agents have begun selling cruises to Cuba set to sail in the first half of 2017, but some said the limited number of itineraries approved so far by the Cuban government makes it hard for them to justify a marketing campaign.

Royal Caribbean International has three cruises to Havana firmly scheduled, while Norwegian Cruise Line has five.

“There’s definite interest in it, but it’s not something that as of yet is a hot seller,” said John Rice, president of Vacation Tour and Cruise in Tampa. “We have a lot of people asking about it. We’ve only done a couple of [sales] at this point in time.”

While six brands were authorized in December to carry passengers on a handful of cruises to Cuba, no U.S. cruise line has permission to sail there after the end of May, although most have applied.

And in the U.S., the volatile politics of rapprochement with Cuba could very well signal an end to relaxed travel rules with the change in administrations this month.

That uncertainty is hampering what otherwise might have been a great new market for agents, Rice said.

“Right now, our big problem is we have absolutely no idea what the future will hold,” Rice said. “My senator [Florida Republican Marco Rubio] is against this continuing. We’ve heard negative comments about the program from [president-elect Donald] Trump when he was running.”

The latest opening for passengers interested in cruising to Cuba came Dec. 9, when the country approved a number of new entrants, including Oceania Cruises, Regent Seven Seas Cruises, Azamara Club Cruises and Pearl Seas Cruises.

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One of the Norwegian Cruise itineraries 

All those companies have opened sales and set dates for at least one cruise, offering consumers a variety of price points, cruise lengths and luxury levels for a U.S. departure that includes Cuba.

In the contemporary segment, the entrants are Royal Caribbean and Norwegian Cruise Line. Royal Caribbean’s Empress of the Seas has a five-day Cuba cruise scheduled to depart Miami on April 19, along with a seven-day cruise from Tampa departing April 30 and a five-day cruise from Tampa leaving May 20.

Rice said he is offering the five-day Tampa cruise at a lead-in price of $608 per person.

Norwegian Cruise Line has four-day cruises on the Norwegian Sky departing Miami every Monday in May that include an overnight in Havana and a stop at Great Stirrup Cay. Prices for inside cabins start at $699.

Cheryl Scavron, an agent at Dream Vacations in Pompano Beach, Fla., said the prices can seem expensive relative to a typical Caribbean cruise.

“People from here, it’s in their minds that Cuba is 90 miles away; it shouldn’t cost me that much to go there. They think about it as another Caribbean island,” Scavron said.

Frank Del Rio, president of Norwegian Cruise Line Holdings, said in a recent conference call that the Cuba cruises would be priced at a premium because of their relative scarcity and pent-up demand.

Scavron said another hindrance is Royal Caribbean’s decision to have just one cruise to Cuba from Miami before repositioning the ship to Tampa for the summer.

“People in this area, from Palm Beach and Broward counties, they don’t want to drive to Miami, let alone Tampa,” Scavron said. “I have a few of them booked on the inaugural sailing in April, but I was hoping we would be able to do more sailings from here.”

“People from here, it’s in their minds that Cuba is 90 miles away; it shouldn’t cost me that much to go there.” — Cheryl Scavron, Dream Vacations, Pompano Beach, Fla.

Several cruises departing Miami for Cuba are scheduled by lines in the upper-premium segment, offering smaller ships and more luxury than the 1,602-passenger Empress and the 2,004-passenger Norwegian Sky.

Azamara Club Cruises will include an overnight in Havana on a 12-day Azamara Quest departure from Miami on March 21. Prices start at $2,799. And Oceania Cruises will spend from 8 a.m. to 11 p.m. in Havana on March 9 as part of a 14-day cruise on its Marina ship, with prices starting at $3,199.

The Marina has two subsequent 10-day cruises that include overnight stays in Havana.

Luxury operator Regent Seven Seas also has departures from Miami scheduled on April 11 and 18 that will include an overnight stay in Havana. Prices for the seven-night cruises start at $2,999 per person.

Bill Schneider, owner of a Dream Vacations franchise in Tampa, said he has one client in particular who has been waiting for a newer, more luxurious ship such as the Seven Seas Mariner to book his initial cruise to Cuba.

“Regent is the way I’m pushing him,” Schneider said.

He said that the Empress of the Seas sailings haven’t drawn any calls.

“It really hasn’t been promoted that heavily that they’re coming, at least in the local market,” Schneider said. “As New Year’s comes, it’s definitely going to be one of my featured sailings.”

The Empress Cuba sailings opened for booking on Dec. 9 and have been selling extremely well, said Lyan Sierra-Caro, a corporate communications manager at Royal.

Only one line is offering ports other than Havana initially. Pearl Seas Cruises has a series of 11 10-day sailings from Fort Lauderdale starting Jan. 17 on its 200-passenger Pearl Mist coastal cruiser that will visit seven ports on the island, including Havana, Cienfuegos, Trinidad and Santiago de Cuba. The cruises end in April.

Carnival Corp.’s Fathom brand won permission to visit Santiago de Cuba as a port call on six sailings to the Dominican Republic this winter on the Adonia. In addition, the 704-passenger Adonia continues to sail every other week to Cuba, but those cruises, like the others, end after May.

Rice of Vacation Tour and Cruise said agents can only hope that more approvals are forthcoming after that.

“I think everybody’s trying to move the ball forward, hoping that it helps us to try to get the program going,” Rice said. “As a Floridian, it’s something I’ve been supportive of for years. As an agency owner, it’s just tough to operate in an environment where you don’t know what the future’s going to hold.”

Azamara unveils details of Cuba cruise

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Azamara Quest due to start cruise’s from Cuba.

Azamara Club Cruises will make an overnight stay in Havana on its March 21 departure of the Azamara Quest from Miami, taking advantage of newly granted permission by the Cuban government.

The 12-day cruise will also call in Key West, Tampa and Cozumel and spend two nights in New Orleans.

The cruise opened for booking on Dec. 9, with prices starting at $2,799 per person.

Azamara said that in time, it looks to add more ports of call in Cuba into several of its itineraries.

Landry & Kling Report Top 10 Ships for Top-Tier Events

Criteria includes ship size, availability of meetings venues, itinerary selection and quality of meals and staterooms. Ships chosen for Landry & Kling’s Top 10 Ships for Top-Tier Events list must have less than 500 rooms.

Cruise-ship-event pioneer Landry & Kling, which has specialized in incentive cruises, cruise meetings and dockside ship charters for global events since 1982, has released a list of the Top 10 Ships for Top-Tier Events.

Founders Joyce Landry and Josephine Kling were inducted into the Cruise Lines International Association Hall of Fame in 2009, as “visionaries who led the way in seagoing corporate meetings and incentives.” They have introduced concepts such as cruise ships as floating hotels, such as at the 2005 Super Bowl.

Kling, president of Landry & Kling, says the company is seeing a resurgence of high-end event travel, which “took a vacation” a few years ago. She points out that as cruises have become better (and better-known), their appeal has grown for incentive travel, customer-hosted events and much more

“In the early days, cash rewards were the rule, and then products,” she said. “But now, experiences are valued more than things, and travel has been documented as the most successful reward in corporate motivation and bonding.”

Kling says a company dangling an immersive cruise helps galvanize the potential participants and their spouses or significant others. Corporations also find that hosting staff on a ship keeps everyone together in a shared experience, which helps reinforce company values. People don’t disperse as they may on a golf course, and there is plenty to do at night, unlike many upscale resorts.

Kling underlines the use of the term “top-tier” on the list, rather than “luxury”; she notes that not all expedition-class ships have the full features of today’s luxury cruises, but they have other qualities that make them highly desirable.

“Lines such as Lindblad Expeditions may have older ships, but they provide experiences that leave people agog,” she said. “The quality of information is incredible, and if the event isn’t a full-ship charter, the people that meet onboard are like-minded. Participants on those cruises go through a change — an education — that they have shared, and that colors their interaction whenever they meet afterward.”

Itineraries and port experiences are high on the list of important factors for meeting, conference and event sales. Kling praised Larry Pimentel, president and CEO of Azamara Club Cruises, for the company’s extended stays in port in so many areas of the world.

“It really opened the door,” she said.

Criteria for the company’s top picks included:

– Small size (under about 500 rooms) providing an intimate cruise experience
– Onboard venues for meetings and group events
– Exceptional meals and personalized service
– Elegantly appointed staterooms
– All-inclusive pricing, with first-class amenities
– Intriguing itineraries

Kling noted that there are all sorts of creative ways to use the smaller ships on the list.

“The first question is always numbers — how many will be attending,” she said. “But you can do things like charter the two SeaDream ships — we have done that for a larger group, and they really enjoyed visiting one another and having races. And on ships where some of the lower category rooms may not be as appealing to an upscale cruiser, you can negotiate charter rates, and you don’t need to use every cabin.”

Landry & Kling’s top choices are:

1. Avalon Siem Reap – Avalon Waterways, 18 rooms
2. National Geographic Orion – Lindblad Expeditions, 53 rooms
3. SeaDream I – SeaDream Yacht Club, 56 rooms
4. Wind Spirit – Windstar Cruises, 73 rooms
5. Seabourn Quest – Seabourn Cruise Line, 225 rooms
6. Europa 2 – Hapag-Lloyd Cruises, 258 rooms
7. Silver Spirit – Silversea Cruises, 270 rooms
8. Azamara Journey – Azamara Club Cruises, 338 rooms
9. Seven Seas Mariner – Regent Seven Seas Cruises, 349 rooms
10. Crystal Serenity – Crystal Cruises, 535 rooms


Making the Sale
Josephine Kling, president of Landry & Kling, points out that there is a different department in most large companies that handles large meetings and incentives; it is often small and very specialized. Agents tend to work with the regular groups department, which has different pricing and different access. Landry & Kling does work with third parties, including agents, on large events on a revenue-sharing basis.

Kling believes retail cruise agents can benefit even more than meeting planners from a new certification program that Cruise Lines International Association (CLIA) has created in partnership with Meeting Professionals International. It will be offered to CLIA agents at IMEX America in Las Vegas on Oct. 13 to 15, and again at Cruise360 next June.

“Agents would be even more likely to capitalize on this than meeting planners, since they already understand the cruise industry,” Kling said.