I’ve been threatening a guest entry on our ship deployment process and here it is courtesy of Diana Block, VP, Revenue Management & Deployment, and Chris Allen, Director, Deployment & Itinerary Planning. Diana and Chris also do this work for Celebrity Cruises and Azamara Cruises not to mention that Diana is responsible for the pricing of our cruises. So we’re talking a lot of responsibility. Some of you no doubt would like more specific information on the actual choices we make (e.g., why aren’t there year round cruises out of Galveston?). Unfortunately, for legal reasons we cannot comment on those specifics in public plus we argue so much about these things in private that we don’t want to air our dirty laundry. Deployment issues are BY FAR the most frequently recurring discussion topics at my monthly staff meetings.
Diana Block, VP, Revenue Management & Deployment
Recently, Adam mentioned that readers of this blog have a keen interest in how we decide where to deploy our ships. As he said, this is a particularly difficult task as we have demand from across the US and around the world from consumers to both cruise from near their homes and to visit new and exciting places in the world. Our goal is to provide the best possible experience for our guests while delivering profitability to our shareholders. So, the big question is…how do we do this?
The process starts with a significant amount of research. It’s the feedback of our Crown & Anchor guests, potential guests and our trade partners that guide us on the types of vacations we should be offering. First, we conduct formal consumer research. Then, we actually go through the enormous task of reading every free form comment ever written on a guest comment card about itineraries or specific destinations. We augment this information with post cruise surveys on specific port experiences, and feedback from tour operators in hundreds of destinations, and from our travel agent partners.
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