Upmarket cruise line SeaDream Yacht Club will continue to appeal to the “anti-cruise crowd” as its president named boutique hotels as among its biggest competitors.
Bob Lepisto, on a visit to Australia to meet key trade partners, told Travel Today that stepping foot on a cruise ship “is the last thing some of our clients want to do”.
While SeaDream was targeting a market which may have cruised before, it was equally chasing those who have not considered such a product.
“I tell agents that for clients who absolutely do not think of cruising, talk to them about SeaDream which is a totally different experience,” Lepisto said. “We target people who stay in boutique hotels, or villas or those who may charter private yachts. We appeal to what I call the anti-cruise market.”
He added that SeaDream “religiously stays away from big ports and big ships”.
“I will not let our passengers be confronted with a line of cruise passengers,” Lepisto said. “They will not put up with it because they are looking for a private yacht experience.”
SeaDream reported growth from Australia in the last three years of 20%, 30% and 40% with 2012 set to be a record breaking year in the local market, Lepisto said.
Mediterranean cruises are the most popular locally with Australia generating 10% of its sales.
