Navigating Celebrity Chic
July 14, 2010 By: Susan Young Travel AgentDan Hanrahan leads the cruise line’s brand revitalization
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Like all of the line’s suites, a spacious Sky Suite aboard Celebrity Solstice comes with butler service |
When Dennis Nienkerk of Strong Travel Services in Dallas convinced a discerning luxury travel client to book a 12-day Celebrity Eclipse voyage around the British Isles recently, he ended up with a very happy customer. The client reported that he was extremely pleased with his experience in the ship’s junior suite; in fact, he felt the experiences surpassed accommodations he’d enjoyed on some of his favorite luxury cruise lines.
“He called me to say the Eclipse blew him away with its stunning decor and multiple activities,” says Nienkerk.
That’s positive news for Celebrity as it invests at least $200 million to significantly revitalize its product with new multilevel “Designed for You” branding and other product updates. While still firmly rooted in the premium cruise segment, Celebrity says it’s also attracting a more diverse customer mix these days. Among its new customers are luxury clients like Nienkerk’s as well as younger guests new to cruising who seek a chic, sophisticated experience and personalized options.
“With this brand evolution comes a guest experience that I’d call ‘cool’ or ‘modern’ rather than traditional as in the past with Celebrity,” says Jack Mannix, president and CEO, Ensemble Travel Group. From another trade perspective, “travelers can have a modern, first-class experience onboard at an affordable price point with the Solstice-class ships,” notes Brad Anderson, co-president, America’s Vacation Center/Avoya Travel.
Designed for You
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President and CEO Dan Hanrahan, tasked with revitalizing the Celebrity brand, has accomplished that through ship enhancements and brand messaging |
Founded in 1988 by the Chandris Group of Greece, Celebrity has been an integral part of the Royal Caribbean Cruises Ltd. (RCCL) portfolio of brands since 1997. Celebrity’s fleet comprises nine ships ranging in capacity from approximately 1,800 to 2,850 passengers and a 90-passenger soft adventure ship, Celebrity Xpedition. The line sails itineraries in Alaska, Bermuda, California, Canada/New England, Europe, the Pacific Coast, the Panama Canal, South America, as well as year-round in the Caribbean and Galapagos Islands.
In 2005, RCCL tapped Dan Hanrahan, who developed Royal Caribbean International’s successful “Get Out There” brand persona after joining the company in 1999, as Celebrity’s new president and CEO. He was tasked with revitalizing the brand. Since arriving at Celebrity, agents say Hanrahan has both clarified the brand’s attributes and enhanced its features; Anderson describes Hanrahan’s management style as “creative and forward-thinking.”
“Designed for You” appears to be just what the line needed to rev up interest. After the new branding was unveiled in January, Celebrity’s web traffic soared with online searches up 80 percent in the first quarter. The line’s Facebook (www.facebook.com/celebritycruises) fan base doubled in the first quarter. “It just tells me we’re connecting with the travel agent community,” says Hanrahan. “I love the fact that travel agents are saying ‘Designed for You’ back to me.”
Describing Celebrity’s onboard product as sophisticated, stylish and cosmopolitan, yet not stuffy, Hanrahan told Travel Agent, “It’s Celebrity chic, well-designed, with great service and great food.”
Amber Blecker—a CruiseOne franchise owner based in Aurora, CO—concurs, noting “a good analogy to a hotel style would be Renaissance or Kimpton—both have personality, are upscale, but are service-oriented and not snooty.”
Mannix says guests are attracted to the line’s expanded Celebrity Life onboard experiences, including the Renew health and wellness options. Hanrahan cites Oceans Ahead environmental presentations, another new aspect of Celebrity Life, as incredibly popular with guests, which he admits came as a bit of a surprise. All those activity choices, including Rosetta Stone language lessons, dance classes, Smithsonian lectures and cooking classes comprise Celebrity’s “constant quest to deliver the perfect cruise,” according to Hanrahan.
Travel executives also say Celebrity’s renewed focus on world-class cuisine is another attraction for clients. Jacques Van Staden, a former restaurateur and renowned master chef, oversees the brand’s culinary offerings. This year, the line is launching “Savor Your Destination” culinary and wine cruises, again appealing to guests seeking touches of sophistication in the onboard experience.
Most recently, Celebrity introduced a new “Personalized Concierge Service,” to be offered fleetwide by September 1 (except on Celebrity Xpedition). Concierges will assist guests in arranging private shore excursions; booking spa and specialty dining experiences; and creating celebratory events—all free of cost. Guests are only charged for such arrangements as a limo rental for a special event.
“They’ve positioned themselves as the cruise line that puts the guests at the center of attention, which I think has successfully tapped into what travelers want—personalized experiences,” says Anderson.
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