Celebrity Cruises’ Giles Hawke looks ahead to a new role and says partnerships remain key
As we approach the end of summer and look ahead to a key booking time for our industry, it’s great to have a few moments to reflect.
It’s an exciting time for me, as I take the helm as Celebrity Cruises’ new vice-president and managing director for the UK and EMEA. Part of my role is to look forward and ask questions – what do we want to say to our customers through our partners about our first Edge-series ship, Celebrity Apex, due to homeport in Southampton next summer, for instance?
For me, it goes back to communicating to the customer ‘beyond’ simply what they see. I have done a lot of research and reviewed what we said when the ship was first launched so that I understand the concept and what makes it so special, and I encourage agents to do the same. After doing so, they will discover Celebrity Apex is a masterpiece of design, entertainment and dining. Not only that, but it will also be a game changer for UK departures.
Cruise myths
For many years there have been numerous myths surrounding cruising. You may recall Celebrity’s ‘First Resort’ campaign, which set out to debunk some of those myths and uncovered a treasure trove of consumer insights. The data spoke volumes and highlighted common misunderstandings, from cruising only being for an older generation, to cheesy entertainment. When presented with images of Celebrity Apex, 59% of individuals changed their minds about cruising, and a remarkable 78% of millennials expressed openness to booking a cruise holiday at the end of the perceptual challenge.
But we want to do more. Through our partners, our campaigns and by showcasing our product to the best of our ability, we will continue to strive to change the narrative around cruising.
Many people will choose cruises based on preconceptions – some even with the first glance of a photo of a ship, for example. But a picture rarely represents the heart of a holiday, so it is our job to articulate the full experience to the holidaymakers that entrust us all to make their memories.
What makes a holiday unforgettable now? It’s aligning with what modern travellers desire. Think cultural experiences, captivating designs, and genuine moments that resonate and stick in the consciousness. By putting customer preferences at the heart of what we communicate, as an industry we can craft a new era of personalised journeys, even when catering to a relatively mass market.
Retail partners
The world of cruising is evolving; travellers are savvier than ever about what they want, and we all need to be at the forefront of keeping one step ahead so we can adapt, protect our businesses, satisfy the customer and deliver on our brand promises. Millennials seeking adventure, families craving connection, and curious individuals longing for authentic experiences – as a collective, we cater to them all. One of the main things I will tell my teams – and I truly believe this across the industry – is that we are in the business of crafting unforgettable memories for everyone.
And who do I mean by we? Us and you! You are our partners in this incredible journey and, with even more insights for you to receive on Celebrity Apex through our relaunched Celebrity Central training platform this month, you will be armed with even more tools to reshape perceptions.
My pledges are to continue to complement your work with promotional campaigns shaped by our new-found knowledge; to prioritise client dreams while remaining competitive; and to explore emerging travel trends and audiences together.
As I embark on my exciting new voyage, I’m full of optimism. With Celebrity Apex on the horizon, misconceptions left in its wake, and the strong connections I know we share with travel agents (long may it continue!), the future looks brighter than ever.
Smooth seas and sunny skies, everyone.