Celebrity Cruises’ Giles Hawke says travel companies must continually adapt to the evolving preferences of travellers
Travel companies need to continually adapt to the evolving preferences of travellers. Throughout my years in the industry, I’ve found that the key constant is the unwavering focus on meeting customers’ needs. As we look ahead to 2024, I want to share some insights that will hopefully assist you in positioning yourself for success in this dynamic environment.
The ongoing cost-of-living crisis, combined with geopolitical uncertainty, will continue to have an impact on booking habits for 2024. We need to be conscious of the squeeze on consumers’ wallets. While they’re still looking to be going on holiday, they’re going to be a lot more cautious about when and where they spend their next pound. They may book later, or opt for longer and therefore fewer holidays, and the industry needs to adapt accordingly. Building trust and reassurance will support customers with the booking process.
More: Celebrity Cruises releases ‘most ambitious programme ever’ for 2025-26
Although we need to continually adapt to changing consumer preferences, quality must remain paramount. Those clients familiar with Celebrity Cruises know that we consistently deliver on our commitment for quality, both on board and ashore.
As an industry, it is essential that we are clear on what makes each cruise line different so customers are given the best advice. By helping consumers understand our values, we can seek to build a connection with them through what matters most to them in life.
Sell the experience
Clients who choose to holiday with us are seeking a distinctive experience. Agents that continue to sell on price alone run the risk of not delivering a holiday that suits their client, which ultimately leads to significant disappointment. The booking process is incredibly important for customers, as they invest substantial time and money into getting it right.
In 2024, client feedback will continue to be vital, as understanding their preferences and concerns is a priority. I urge you to utilise post-holiday surveys and engage in meaningful one-on-one conversations before making a sale. Transparency regarding onboard costs is also crucial, even for affluent travellers. Being transparent with customers and conveying any additional costs upfront is paramount to ensure that they feel reassured about the value of their holiday. For cruises, this includes all elements, from amenity pricing and drinks packages to restaurant costs and shore excursions. Clients who have this information may feel empowered to make informed decisions before travelling, as their budget restrictions have created an increase in demand for upfront information, including menus, prices and inclusions.
Be transparent
In order to be transparent, we need to have an in-depth knowledge of the products on offer. To emphasise this, I recently sailed on Celebrity Equinox where I posed as a regular customer and experienced our services incognito. This eye-opening opportunity helped me gain a profound understanding of the incredible experience we offer our guests but also what small adjustments we can make to improve the guest experience even further. It’s about visualising your customer’s journey, stepping into their shoes and looking at how you can enhance your service.
Looking ahead for myself, the overarching goal for Celebrity Cruises in 2024 remains clear – our customers are our ‘North Star’. Their satisfaction is the foundation upon which we build our success. On our itineraries, our next ambition is for Celebrity to ‘Own the Evening’, whether on board or ashore. We must ask ourselves: how do we make every moment shine for our clients?
I’d like to leave you with this inspirational quote by Mahatma Gandhi: “The best way to find yourself is to lose yourself in the service of others.” Let’s keep focusing on our customers, serving them with passion, and striving to provide unforgettable travel experiences.
Together, we can navigate the changing demands of travel consumers and set ourselves up for a successful 2024.
More: Celebrity Cruises releases ‘most ambitious programme ever’ for 2025-26