Iain Baillie, vice-president of international sales at Carnival Cruise Line, says such destinations complement what is already on offer and ensure a wider choice of experiences for guests
In cruise, we’re accustomed to reading about new ship launches. The industry’s rapid growth in recent years has seen new vessels enter the market on a regular basis, across all segments, ranging from smaller ships to some of the world’s biggest engineering marvels.
With every new ship, cruise lines seek to innovate and modify the onboard experience, whether it be with new dining options, exclusive shows, new stateroom categories and décor, and so on. Essentially, the name of the game is measured evolution.
Alongside the hardware itself, another area where we can see this zeal for innovation is private islands and exclusive destinations. Often based in the Caribbean, these have become a more common sight on cruise line itineraries in recent years and can now be considered a core part of the industry’s offering.
They provide an opportunity for cruise lines to offer enhanced experiences, while guests can enjoy the convenience of a destination designed specifically for cruise tourism, minimising crowds and optimising their time onshore. What’s more, a private island or destination allows for greater flexibility when curating the programme ashore; in some cases, taking much-loved onboard areas and replicating them on land.
Which leads me onto Celebration Key, our upcoming private destination in Grand Bahama, launching in July. Naturally, the build-up to the official opening has been a key focus for us at Carnival Cruise Line, with an emphasis on building a destination that we know will resonate strongly with our core demographic and new-to-brand guests.
To borrow an oft-used phrase, ‘choice’ is at the heart of what we want Celebration Key to represent, so it will feature as a port of call on more than 500 itineraries. Additionally, alongside Holland America Line we’ve recently announced our other private destination – Half Moon Cay – will be renamed RelaxAway, Half Moon Cay, and will include a new pier on the north side of the island to allow Carnival’s Excel class ships to dock there.
These decisions have, in part, been led by the growing importance of destinations and shore experiences in the booking process and why guests plump for a particular cruise line or itinerary. Consider, for example, a 2024 report from MMGY Global which stated that destination and exploration were key in the holiday planning stage, so much so that 61% said it was a key motivation for booking a cruise.
Additionally, data from online travel agency seascanner.co.uk has highlighted how a significant proportion of the next generation of cruisers are basing their decisions on destination.
That’s positive news for agents, who can use the allure of private destinations as a conversation starter, adding yet another compelling reason for their clients – both repeat bookers and new to cruise – to choose a holiday at sea.
The growth in the creation and use of private island experiences by no means diminishes the importance of other global cruise destinations, which continue to play a pivotal role in a buoyant, ever-growing industry. This is not a competition. Rather, they are there to complement what is already on offer, ensuring a wider choice of experiences for guests.
The name may say private, but these destinations are for all.