As part of a broad interview series on travel marketing, we dedicated an episode of the Skift Podcast to discussing the unique challenges and successes of two CMOs.
Fathom is a unique product in the cruise space with the backing of cruising's biggest player. It's also just one ship among hundreds in the global cruise industry. With time, and more marketing, it shouldn't be hard for them to find the 600 cruisers each week to fill the MV Adonia.
Royal Caribbean was a market leader in sending new capacity to China, and continues to up the ante by sending a second brand new ship.
Fathom's cruise product is incredibly different than what cruisers are used to. This is a challenge for the brand as it looks for customers willing to try something new.
Marketers need to cut through clutter to deliver messages that resonate with the right audience — but do it in a way that doesn't ring false to consumers who crave authenticity.
Norwegian Cruise Line is being strategic about deploying new ships to growing markets and bringing its aging fleet up to a better standard. But it still faces a challenge in communicating what exactly a Norwegian cruise experience is.
Growth in Asia and Australia is fueling the better-than-expected cruise numbers, but industry leaders would like to see the largest market — North America — make more gains as well.
Now that major cruise lines have updated their onboard product with all new bells and whistles, they're looking to revamp their land offerings to attract consumers who are the most hesitant to cruise.
Costa Cruises should be glad once this criminal case is finally resolved, more than four years after the deadly shipwreck.
Princess Cruises is trying to offer passengers unique, one-of-a-kind experiences to infuse more meaning into their vacations.