Even as loyalty to a particular brand is becoming less and less valuable, cruise lines are working hard to bring first timers into the tent. There are several reasons why, but one of the biggest is one those being pursued might not be aware of.
You Don’t Know What You’re Missing
During a recent sailing, I had an opportunity to chat with several first-time cruisers. They were loving everything about the experience and seemed to feel as if they’d gotten a great bargain, given how much was included in the base fare.
One of their group, however, couldn’t help but scoff. It turned out he has been taking cruisers for nearly 20 years. And if you’re a long-time cruiser, you probably know exactly what happened next: He began listing all the things his friends were paying for which had been included “back in the day.”
What’s no longer included free — or now comes with an upcharge — depends entirely on the line you’re sailing. From midnight buffets to twice-daily visits from stateroom attendants, and from pillow-topping chocolates to free room service, much has changed when comparing modern sailings to those of even a few years back.
Too Much Of a Good Thing
Obviously, first-time cruisers don’t have anything to compare their experience to. They don’t necessarily think twice about handing over a bit of cash in order to see a show that would have been free a year earlier. They’ll pay for that second or third entree in the main dining room, or fork over big bucks for specialty dining which now can cost as much as eating in a land-based restaurant.
On the other hand, those who consider themselves card-carrying members of the nickel-and-dime crowd can (and will) tell you exactly how things have changed. More importantly, they are increasingly putting their money where their mouths are by seeking lines which value their loyalty and might be considered at least closer to “all-inclusive.”
And lest one thing this is a “budget” or even mainstream cruise issue, consider this: Travel-centric site Afar recently reported that the Four Seasons 1 yacht — which will set you back a minimum of $28,000 per week — does not include such things as lunch and dinner or drinks. In fact, Four Seasons reportedly recommends planning to spend an additional $250 per person, per day for food and drinks.
More Money, Fewer Perks
Sit in on the quarterly earnings report calls for any of the major cruise lines, and you’ll hear execs proudly proclaiming record profits… followed by discussions of ways in which they are continuing to boost on-board spend. For those not in the know, that translates into ways they can get you to shell out more cash on things like specialty restaurants, spa treatments and other add-ons.
Along those same lines, it’s not a coincidence that cruise companies are offering so many short voyages, especially those lasting 3-4 days. The goal is to lure in first-time cruisers who aren’t necessarily ready to commit to a full week at sea but might be convinced to try a weekend getaway. With so much to do — especially on megaships — the hope is that newbies will be left saying, “Wow, we didn’t get to do half of what we wanted… let’s book another, pronto!”
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