MSC rolls out new faster internet and social media packages

Posted on 19 April, 2016 by Spacejunkie2

MSC Cruises has worked with business communications provider Marlink to develop new faster, more reliable and cost-effective internet and social media packages for guests.

Now live onboard MSC Preziosa and MSC Divina, the high bandwidth internet packages are available via the Marlink Sealink Cloud and will be rolled out across all 12 MSC ships over the coming months. The packages will also be available on the line’s next-generation ships that are currently under construction, including MSC Meraviglia and MSC Seaside.

“We are constantly seeking new ways to innovate and enhance the guest experience aboard what is already the most modern fleet at sea,” said Gianni Onorato, MSC’s CEO. “We know that staying connected while on holiday is increasingly more important to our guests hence we are rolling out state-of-the-art technology to allow them to stay connected whether they are looking to share experiences and memorable moments, stay in touch with friends and family, need to stay on top of work e-mails or simply catch up with daily news.”

Aimed at those who want to be connected 24/7 to social media, the Social Package allows guests to post pictures and chat with friends via popular social platforms such as Facebook, Twitter, Instagram, LinkedIn, WhatsApp, Snapchat, WeChat and Pinterest. Prices start from €3.90 per day or €14.90 for a seven-day cruise.

The Surfer Package is designed for moderate internet users who want to read news, sports scores and catch up on e-mails. It also includes access to social media platforms as per the Social Package. Prices start from €9.90 per day or €29.90 for a seven-day itinerary.

Meanwhile, the Streamer Package has been created for heavy internet users who need access either for work or for personal use and enables full internet and social media access, including audio and video. Prices from €19.90 per day or €59.90 for a full seven-day voyage.

Guests will be able to select their package prior to embarkation and will be easy to upgrade or top up.

Royal Caribbean reveals ad campaign and strap line

Posted on 2 January, 2016 by Spacejunkie2

Royal Caribbean International has unveiled a new brand positioning as part of its multi-million pound wave campaign.

The line today announced its new ad campaign, including a new TV ad which will first air on Boxing Day during Surprise Surprise.

Royal Caribbean has not had a strapline in recent years but following extensive market research and customer feedback, has introduced ‘Where Extraordinary Happens’.

The ad campaign will run on ITV, Channel 4, Channel 5 and various Sky channels. The new messaging will also feature on radio, print, digital, social and trade advertising.

Tamara Strauss, director of marketing and PR for Royal Caribbean, said four slogans were created but existing and potential customers reacted best to the one chosen.

“For most of the year people are working hard so for the couple of weeks they get for holiday it’s important they get to experience things and have fun,” Strauss said, explaining the new brand positioning.

“You get to blow the doors off being sensible when you’re on holiday and we wanted to bring that to life because extraordinary things happen on our ships. It’s all about the experiences you can have onboard and off our ship while travelling with us.”

“We want people to see this creative and think differently about what it means to have a Royal Caribbean holiday,” she added.

To support the new positioning, agents are being sent new collateral such as new point of sale displays. The line’s portal Cruising Power has also been updated to reflect the new strapline and the call centre team in Guatemala has also been trained to have a “new tone of voice to reflect the new position”.

Royal has also revealed its wave offers which will encourage customers to ‘Go All In’. The line has a buy one get one half price promotion, meaning there’s a 50% saving on a second guest; third and fourth guests get 25% savings; all inclusive drinks packages for the first and second guest; and a reduced deposit of £50 on bookings made within at least 57 days of the sailing.

The promotion is applicable on bookings made before February 29 on selected six-nights or more cruises departing between February 1 and December 31, 2016.

Aboard the Escape, tips from Norwegian’s sales pro

Posted on 2 December, 2015 by Spacejunkie2

Photo’s taken by Dave Jones (flickr photos https://flic.kr/s/aHsknU5bR4 )
My Norwegian escape Review

Norwegian Cruise Line’s ace sales instructor Bob Becker was onboard the Norwegian Escape’s preview cruise in early November. Becker, whose official title is senior vice president of consumer research, gave a well-attended talk to agents in the ship’s main theater.

Becker made many of the points he’s made in past sales presentations, but if you’ve never heard them it can be an inspirational hour or so. Here are a few of the pointers from the Norwegian Escape session:

• Help people buy what they need, not what they want, Becker advised. What they want is availability and a price quote. An agent can do a better job of sniffing out what they need than an OTA.

• “Have I ever been in your bedroom?” is a question Becker said he asks of customers who want an inside cabin. “I bet it has a window. So why go on vacation and stay in a closet?”

• Another bit of advice for agents is to do business on the phone or face to face, not over the Internet.

“There are no relationships in email,” Becker said. When he gets an email inquiry, Becker said he sends back a form letter asking the prospect to call him to discuss his vacation.

“If they don’t call back, bye-bye,” said Becker, adding that long back-and-forth email exchanges can be one of the biggest hidden time-wasters for agents.

• Social media can also fall into that category, Becker said. “Don’t let Facebook screw up your day.”

Becker said that an agent’s information technology time should be reserved first for a customer relationship management system, then email, and only after that for Instagram and Facebook.

“Social media is ‘in addition to,’ not ‘instead of,’” said Becker.

• Another Becker gem is to find the customer’s hot spot, something that can be used to your advantage in crafting a custom solution for that client. “Who will be joining you on this vacation?” is one of his favorite questions.

Knowing whether a cruise is intended to be a multigenerational family trip or a romantic getaway for two is the first step toward picking a line, ship and cabin for that customer.

Follow up with questions about the names and ages of the customer’s travel party, he recommended. “If they tell you their kids’ names and ages, they already trust you enough to give you their credit card.”