Making a voyage to new markets

Making a voyage to new markets

Silversea Cruises is planning to bring in a range of shorter cruises to attract the new breed of passengers with plenty of money but little time to spend it. Jane Archer reports

WITH its newest ship, Silver Shadow, just launched and a sister ship, Silver Whisper, due to make its maiden voyage in July next year, Silversea believes this is the time to start thinking of ways to increase passenger numbers.

The new ship has given Silversea 70% more capacity; Silver Whisper will add another 70% capacity.

That means the luxury cruiseline needs to attract an awful lot more passengers who are willing to pay for luxury.

President and chief operating officer Bill Smith said: “We have some loyal guests but we cannot increase the existing market by nearly 150%.

“We must look at attracting new business and ship deployment.

“We need more of a mix of seven, eight, nine and 10-day cruises to attract the new millionaires who don’t want to be away for so long but want the experience,” he added.

“A short voyage is also a good opportunity for people to see if they like cruising.”

While he will look at changes to the itineraries, and also plans to expand Silversea’s role as a tour operation, Smith is adamant the company will not expand by discounting, even if occupancy dives below 40%. Occupancy is currently around 82%, which Smith is happy with as Silversea has a high proportion of single travellers.

He said destination, service and the knowledge they are cruising with like-minded people are top priorities among Silversea passengers.

“Price is five or six on the list,” he added. “Our guests know that if we cut the price, the product will change because we could not afford to do what we do now.”

Silver Shadow: boosting capacity by 70%

Factfile

Silver Wind

Capacity: 296 passengers.

Built: 1994/1995.

Accommodation: choice of six suites from the 240sq ft Vista Suite to 1,314sq ft Grand Suite.

SilverShadow and Silver Whisper

Capacity: 388 passengers.

Built: 2000/2001 (enters service in July 2001).

Accommodation: choice of seven suites from the 287sq ft Vista Suite to the Grand Suite (from 1,286-1,435sq ft)