Cruising’s new lines of communication

The marketing professor

Big hotel brands are taking the lead in messaging in a very interesting way, and I think cruise would be wise to follow. Marriott sent a video to its 120 million Bonvoy loyalty program members about what they’re doing and the protocols they’re putting in place, how they’re going to change their processes, sanitization procedures, cleaning standards — narrated by Bill Marriott. They got right out in front and said, “We know that you’re nervous and will perceive risk in travel. We understand, and this is what we’re going to do.”

Hilton is doing a similar thing with the Lysol protection program. They messaged big with that. Typically, coming out with a big “look how clean we are” message is not how you would want to go to market; people don’t want to think about the fact that somebody slept in that bed before or the chance that something is unclean. But under the circumstances, this speaks directly to travelers’ concerns. The name of the game is reducing perceived risk for travelers, and for cruisers in particular.

For cruise lines, it’s been one black eye after another, even for circumstances where, arguably, the blame shouldn’t rest with the cruise lines. But after what happened with the ships where passengers couldn’t get off, people worried: How do I know if fellow cruisers aren’t sick? If something happens, can I get off, and can you get that sick person off? 

Previously, cruise lines didn’t promote that, for at least the past 10 years, your cabin gets cleaned really well three times a day and that there’s always someone walking around sanitizing handrails. Cruise has always been way out in front — more than hotels, more than airplanes — in terms of sanitization. It’s just that people didn’t know it.

Go after your base, and the message will filter down. Avid cruisers are fanatics and love to tell other people about their cruises. It was a real vote of confidence that so many people who didn’t cruise this year just rolled their reservations over. 

So convince the base that it’s safe and also that their experience will not have changed that dramatically. Part of the fun of cruising is the social aspect, and part of the message has to be that it will still be there, but we will make sure it’s safe. We’re seeing casino table games where the chairs are separated and every other slot machine is turned off. The message is, “We know you want to be back, and we will help make sure that you are safe.”

To try and convert land vacationers to cruising under the circumstances would just be an enormous task. Cruises always required education to help people understand what a cruise is. Mass broadcasting doesn’t make much sense for cruise lines now. Go first with email and video communication to agents and your customer base. 

There is no better time to rededicate marketing efforts to the travel trade. You’re just going to have to. I tell my students, who are you going to trust right now? Travel agents are going to be super important.

It’s more about education than persuasion, whether in trade advertising, or getting the business development folks back on the streets, or doing informative webinars or live presentations. It’s about helping people understand how cruise lines have addressed this crisis and are moving forward.