Silversea has reported a positive reaction to the introduction of its fare guarantee policy, which aims to ensure early booking customers aren't disadvantaged by last minute discounts.
The luxury cruise line last month introduced the guarantee for all guests booking its new simplified Silver Privilege Fares for all voyages departing after June 1.
General manager Karen Christensen told Travel Today the new measure had been made necessary by a spate of "unnecessary" discounting in the luxury cruise sector in the last few months which had damaged consumer confidence in the booking process.
"If a customer comes on board and meets someone who booked the same voyage two days before for half the price, it's not good for them and it's not good for us," she said.
The guarantee aims to ensure customers keep booking early, but that they are also reassured they will not lose out by doing so.
"Guests do need to book in advance to ensure they get the cabin they want, the voyage they want," she insisted. "If for commercial reasons we have to discount, we will upgrade or price match to ensure the customer is looked after."
Christensen reported "very good feedback" from both consumers and the trade, who were also responding well to the new simplified cruise-only fare structure.
She predicted other cruise lines would soon produce their own versions of the policy.
