That was the message from Gavin Smith, Royal Caribbean Cruise Line’s senior vice-president, international, who told delegates at the Clia UK and Ireland conference that at the moment the UK was “probably losing that battle”.
He said the UK had an “obligation” to double the market. “The UK has such incredible maritime heritage to keep the dream alive, [but] we are probably losing that battle – we’re seeing new ships go to the Caribbean and China.
“We need to return them and bring it into Europe... that really is our challenge,” he added.
Smith continued: “Cruise lines are an asset movement business… if we feel that there is an emerging economy or an economy that is prepared to pay more than another, then we will move the ships.”
However, Smith stressed that Royal Caribbean was “passionate about growing our ex-UK business”.
“The cold reality is that Royal Caribbean reports in US dollars and the pound is 20% less that it once was. So from a Royal Caribbean and Celebrity perspective, the challenge is what can we do and how can we solve that problem?” he added.
He said one way to achieve this was ensuring that the lines’ products were “more akin to what the market wants”, and he highlighted the revitalisation of Independence of the Seas, which will celebrate its 10th anniversary next year.
“We’re spending a huge amount of money on Independence’s revitalisation. She lives in the UK and we will make sure she resonates with the UK,” he said. Elsewhere, he highlighted the new capacity entering the sector, predicting that the cruise industry would grow to 40 million passengers in the next 10 years.
Smith added: “All countries have different routes to market, and despite their rhetoric, cruise lines don’t communicate with guests terribly well – they’re good onboard but not before and after. That’s why travel agents are so integral.”
