2 bo larsen cb at cruise symposium nyc final
TRANSCRIPT
Cruise Baltic
Cruise Canada New England
2011 Symposium
New York City , June 16th, 2011
“BOY” Ron Muecks
ARoS, Aarhus, Denmark
Cruise Baltic update
www.cruisebaltic.com
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43
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11,4
3.5
Network
management
STRATEGY
SKILLS
STAFF
STYLE
SHARED
VALUES
STRUCTURE
SYSTEMS
Network
management
STRATEGY
SKILLS
STAFF
STYLE
SHARED
VALUES
STRUCTURE
SYSTEMS
Network
management
STRATEGY
SKILLS
STAFF
STYLE
SHARED
VALUES
STRUCTURE
SYSTEMS
STRATEGY
SKILLS
STAFF
STYLE
SHARED
VALUES
STRUCTURE
SYSTEMS
1
3
2
Network
management
• Basic organization
• Competences
• Responsibility
• Flat
• Steering Group
• Delegating
• Articles of association
• Guidelines
• S – M – L – XL
STRUCTURE
• Resources
• How they are developed
• How they are motivated
• Director
• Project people
• Energetic interns
• Service Crew
STAFF• Leadership
approach
• Innovative
• Provocative
• Let’s do it – now !
• Fun
• Rewarding
STYLE
3 key factors
“ROI Network”
A• Joint & Individual branding
B• 3 annual meetings
C• Bilateral Working Groups
D• Exposure through various marketing platforms
E• Networking
F• Benchmarking tools
G • Savings
Partnership advantages
CSM 2011
A• Attracted new cruise lines
B• Revenue (pax) to Scandinavian Airlines
C• Bednights to hotel partners
D• Retail sales
E• Revenue (guests) to attractions
F• 40% revenue increase in Cruise Copenhagen
Generating business
Service Crew
AttributeEurope Average
Mean Score
Extremely Satisfied
Very Satisfied
Somewhat Satisfied
Not Too Satisfied
Not At All Satisfied
SatisfiedNot
Satisfied
Guided Tour 4.12 4.11 44% 33% 15% 4% 4% 92% 8%
Historic Sites/Museums 3.97 4.15 36% 47% 13% 4% 0% 96% 4%
Variety of things to see and do 3.69 4.08 36% 40% 21% 2% 1% 97% 3%
Friendliness of Residents 4.03 4.20 41% 42% 16% 1% 0% 99% 1%
Overall Shopping Experience 3.60 3.82 27% 41% 23% 6% 3% 91% 9%
Overall Visit 3.98 4.00 28% 49% 18% 2% 3% 95% 5%
Visit Met Expectations 3.71 3.93 27% 47% 20% 4% 2% 94% 6%
Greatly Exceeded
Exceeded Met Fell ShortFell Far Short
Met/ Exceeded
Fell Short
Less than
€5034%
€51 to €75
15%
€76 to
€10022%
€101 to
€15014%
€151 to
€20011%
More than
€2004%
Cost of Shore Excursion Per Party
Purchase CategoriesShare of All
Onshore Purchasers
Average Spend per
Purchase
Weighted Average Spend per Passenger
European Average
Food and Beverages at Restaurants & Bars 49.3% €16.11 € 7.94 € 4.72 Taxis/Ground Transportation 12.5% €13.20 € 1.65 € 1.76Watches & Jewelry 2.6% €54.23 € 1.41 € 2.09Clothing 21.0% €29.48 € 6.19 € 5.86Local Crafts & Souvenirs 39.7% €20.00 € 7.94 € 9.92Entertainment/Night Clubs/Casinos 1.1% €11.82 € 0.13 € 0.09Museums & Galleries 10.3% €11.84 € 1.22 € 1.17Other Purchases 12.5% €65.36 € 8.17 € 6.09Total Other Expenditures per Passenger Ashore € 34.65 € 31.70
Impact study
Economic impacts 2010 2011* Pr call
2011*
Passenger and crew
Total (direct and indirect) turnover 474 mill. DKK 551 mill. DKK 1,5 mill. DKK
Employment (seasonal jobs) 1.310 jobs 1,524 jobs -
Cruise Liners
Direct turnover 485 mill. DKK 564 mill. DKK 1,5 mill. DKK
Employment (seasonal jobs) 1.340 jobs 1.560 jobs
0 • Introduction at CSM in March
1 • Great local media coverage
2 • Benchmark towards other EU destinations
3 • Pride within network
4 • Attention from the mayor
Cruise map
PARTNERS
Committed Adding Value Local strategy
DEDICATED MANAGEMENT
Commercial Networker Motivator
JOINT STRATEGY
Objectives Values Annual budget
GEOGRAPHICAL SCOPE
Regional Local
Advise
Welcome to the worlds most diverse cruise experience
TRY IT before your neighbor
Bo Larsen - [email protected]
Challenges
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Challenge Why
Legislation e.g. sulphur levels
Environment Waste reception facilities, shore power etc.
Larger ships Infrastructure investments
Share of tourism Cruising, only small part of overall tourism
Seasonality “short” season
Lack of regional support e.g. Riga, Kiel, St. Pete