Cruise Lines Rethink Retail Shopping for Age of Experiences
Photo Credit: Cruise lines are trying to get smarter about the kind of retail they have on board and how they get passengers engaged with the shops. Pictured is a Pandora boutique opening on Carnival Breeze. Carnival Cruise Line
Skift Take
As travelers crave more meaningful experiences during their vacations, where does that leave cruise ship shopping? Cruise operators are trying to figure that out and deliver the kind of retail that passengers will respond to.
When Carnival Horizon sets sail next year, the newest ship from Carnival Cruise Line will include two decks of shops including a Victoria's Secret boutique, a space devoted to wearable gadgets, and a beauty bar.
It's a look at the direction Carnival is taking with its retail efforts in both renovations to existing ships and the design of upcoming ships like Horizon and the still-unnamed megaships coming in 2020 and 2022.
"That takes retail to a whole other level — three levels of the ship, further expansion of the retail environment in general, additional offerings that we'll have as well," said William Butler, Carnival Cruise Line's vice president of retail, in an interview at the company's South Florida headquarters. "We're already forward thinking for 2020. That's what keeps us on our toes."
Carnival, which is part of cruise giant Carnival Corp., has renovated sho
