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The luxury market is one of the fastest growing passenger segments in the cruise industry. While many of us need to watch the budget in these times of economic challenge, there is still a large segment of the population who are financially independent. These folks have long taken land-based holidays to resorts that cater for people like them with superior amenities and highly personalised service. When these folks make the switch to cruising, they want the same high level of service that they’ve come to expect from their favourite resorts on land, and they are willing to pay for it.
Luxury cruisers have many options in the cruise marketplace. At the top end of the spectrum, they could of course charter a private yacht with a full crew and sail wherever they would like. But while a smaller yacht can certainly offer a luxury cruise experience, passengers miss out on a lot of the amenities that a cruise ship could offer them. So, many opt for a small ship experience with one of the major players in the cruise industry, such as Regent Seven Seas, the Yachts of Seabourn, Silversea, Oceania or Crystal. These ships all offer an unparalleled experience in indulgence, most including all-suite accommodation, private butler or concierge service, free in-room mini bar, free wine and spirits in all of the lounges onboard and a host of other exclusive amenities not found on the typical mass market ship.
Many luxury cruisers want to feel that they are special, a cut above the rest of the “average traveller.” They want “bragging rights” to an experience that is out of the reach of most of their contemporaries. They are probably already well-travelled and have “been there and done that” time and time again, so they are now looking for something different. Luxury cruise lines offer them this in spades. For example, Regent Seven Seas offers a “shore tour concierge” who will design a customised shore experience based on the passenger’s preferences. Flying a MIG in Russia, driving a race car on a world-famous track, spending a day having a private tour of the Vatican and other sites in Rome are just a few of the experiences this concierge has arranged for Regent Seven Seas passengers. Chartering helicopters to rush people to the airport for tight flight connections on disembarkation is another frequent request they have accommodated.
While luxury cruise lines are one segment of the luxury market, there are others. Many mass market or premium cruise lines cater to the luxury traveller as well. These lines often have larger ships, which translate into a greater choice of onboard amenities. But these ships offer special services to the luxury traveller if they are willing to pay for them. For example, Cunard has long catered to the luxury traveller with their “tiered” dining system. The restaurant to which you are assigned to dine is based on the category of the stateroom you’ve booked. For example, book a luxury suite – also known as Queens Grill accommodation – and you will dine in unbridled luxury in the Queens Grill, a venue where dining off the standard menu is no big deal, and in most cases an entirely customised meal can be ordered and often even prepared tableside. Princess Grill category accommodation offers slightly less flexibility in dining choices, but still entitles the passenger to some rather luxurious dining options. Queens and Princess Grill class passengers also enjoy other perks, including access to a private lounge/bar for pre and post-dinner cocktails.
Many other mass market and premium cruise lines offer special amenities to passengers who book luxury accommodation. For example, Holland America Line offers a private concierge lounge that is only available to passengers booking the penthouse and luxury suites. This lounge provides passengers with a private enclave in which they can surf the internet on their laptop via wireless connectivity. In great comfort they can drink a cup of specially brewed coffee or cappuccino, enjoy a snack, and have access to the concierge based there to make spa and special dining reservations, cash traveller’s cheques, and even make arrangements for dining onshore.
Other benefits to passengers booking these higher level accommodation include invitations to special “suite passengers only” cocktail parties with the ship’s officers, VIP parties, and various other functions. These luxury suite passengers also get free laundry and dry cleaning, as well as unlimited free DVD rentals during the cruise. They also have priority for dining requests, including their preferred dining room, table and time, as well as early access to tendering in those ports that require such.
Other cruise lines offer their luxury level cruisers a host of special “perks” as well, including butler service and sometimes even access to a special “concierge floor.” This often includes a private terrace only accessible to those passengers where they can enjoy special spa privileges and a variety of special amenities, including a private lounging area and a staff that can ferry food and drinks to these passengers from the bar.
Don’t think that the luxury market is comprised of people who don’t care how they spend their money: quite the contrary. Even these passengers of means still like to feel that they are getting good value for their holiday investments. So it is important that the cruise line deliver this, just on a much higher, more personalised level. That is why most lines are falling all over themselves trying to design more and better amenities for this affluent type of passenger – amenities that can be delivered at a reasonable price, but still represent a significant value. For example, free ‘rush’ pressing of formal wear and priority hair appointments offered to suite passengers when there is a formal night that evening. Or perhaps a free ‘high tea’ offered en -suite on certain days of the cruise. These perks don’t cost much to deliver, but they certainly emphasise the value the suite passengers are getting for their rather significant cruising investment. These special “perks” also give the luxury cruiser some very distinctive “bragging rights,” in that he knows he is getting something that most other people on the ship won’t be able to enjoy.
It must also be noted that the luxury suites on all of these lines are among the most luxurious at sea, some of them measuring in excess of 1000 square feet, with huge private balconies. Some include private outdoor hot tubs, full kitchens and a dining area capable of seating eight to ten people.
For the person who can afford it, a luxury cruise is an incomparable experience. It is a chance to sample the finer things in life and be treated with the deference and respect to which you think you are entitled. The luxury cruise market is probably the fastest growing segment of the cruise industry today, and that is because a lot of folks are tired of the standard cruising experience, and are looking for more. If you can afford it, there is no better way to treat yourself during your holidays than by taking a luxury cruise on any of our world’s vast oceans.
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