The arrival of Carnival Adventure in Sydney Harbour at sunrise this morning signalled the final sunset for the P&O brand but is the dawn of a new era for Aussie cruisers, says Carnival Cruise Line president Christine Duffy who is onboard.
“She is ready for company,” says Duffy who joined Carnival Adventure crew on the way to Sydney after she and sistership Carnival Encounter spent the past two weeks in wet dock in Melbourne, stripping off old signage, repainting the hull with new livery and giving both a refresh inside and out.
“We’ve been very sensitive about it, and I hope that people will see when they come and visit the ship that we’ve really done a lot to make sure that it’s still a great experience and the ship looks great,” Duffy tells Travel Weekly from a lounge aboard Carnival Adventure as it cruised up the NSW Coast towards Eden yesterday.
“We’ve got the Southern Cross now on all of the Carnival ships, as a nod again to the history and heritage. It was obviously not lost on us that the POA (P&O Australia) brand has been around for 91 years and has a lot of important history for people. We want to make sure that people see this as additive and not as a takeaway.
“The pools have been all repainted. Everything is new. Carpets have been rolled out. Lots of work on the IT side with all of the technology systems being converted from the POA systems to Carnival Cruise Line systems, which opens up benefits for the guests, with ability to get on to the Carnival Hub app, able to opt into our VIFP Club loyalty program,” an obviously enthused Duffy says.
“We’ve added more staffing and resources, particularly on the entertainment side, with our Fun Squad, we’re rolling out Dr Seuss at Sea on these ships, which is such a fun thing for families that we have across the rest of the fleet.”
While many of the benefits of the Carnival brand have been introduced local favourites, such as Byron Bay Beach Club and Luke’s Bar + Grill, are also still firmly in place. And familiar crew faces will also be on board, given 96 per cent of the crew chose to return.
Practicality over sentimentality
Australia is the most expensive market for Carnival to operate in, she says and has a lot of regulation.
“It’s very difficult to sustain a brand with only three ships being part of Carnival Cruise Line, where we will now have 29 ships the ability to leverage our scale to the benefit of keeping foreign ships in Australia year-round,” she says.
“I hope that message also comes through to those that I know are sad to see such a storied brand in Australia be sunset, but we’ve been very sensitive to that, and I think that the experience that the guests will have with many of the things that we’re keeping that we know, whether it’s the Byron Beach Club, whether it’s Luke Mangan specialty dining restaurant, or his burgers, some of the entertainment that’s been very unique to POA we will also be retained for some time.”
While sentimentality about the departure of the 91-year-old P&O brand was rife on social media, Duffy says the reality is the line would not have survived if not for the practical and financial decisions made which have now enabled the line to offer four Carnival cruise ships operating year-round in Australia.
“We’re the only global cruise brand to be here year round with that level of capacity, with two ships in Sydney and two ships in Brisbane,” she says, adding that the line is also offering a lot more short cruise itineraries to give people the ability to take weekend getaways during school breaks or holiday periods especially in winter, where people want to get to the sunshine.
“We also know that’s a great way to get new-to-cruise,” she says. “A lot of people, if they haven’t cruised before, a short cruise itinerary is very attractive, or a first-timer mixing that up with itineraries though, that are more exotic.
“We’ve got a fine itinerary in 2027 from Singapore, where the ship, actually Carnival Adventure, will make calls in Thailand and Vietnam, and so a longer itinerary, for sure. We’ve also got five sailings where the ship will home port in Melbourne. So, for people that are not in Brisbane or Sydney, that they’ll have the option of sailing right from their hometown too.”
More than 500,000 people are expected to cruise with Carnival in Australia in 2025, departing from Sydney and Brisbane. The liner will also be selling Australia into the American market too, hoping to improve on the 15 per cent of those from North America who currently sail with Carnival in our local waters.
“We think that bodes well for the Australian travel and hospitality and tourism market,” she says. “It’s good for the economy in Australia and it again, the brand and the company and the business has to work and be successful, to have the longevity and sustainability and commitment that we want to maintain for this market, and that just wasn’t possible if we had not made this change.”
Selling Aussies to Carnival overseas
While the local pitch is on capturing new-to-cruise and offering shorter itineraries, once locals become familiar with the wider Carnival brand Duffy aims to convert those Australians to Carnival cruisers in Europe and the US.
“They have a comfort level and confidence with the brand,” she says. “And we believe that through this transition, that’s certainly part of the goal that we have with the guests that will be sailing with us.”
While many parents and perhaps grandparents were wedded after cruising with the P&O brand, there is now an opportunity to encourage the next generation of cruiser with multigenerational trip.
“A lot of people aren’t comfortable always just getting on a plane and flying off. Cruise does give people a more seamless, sort of turnkey experience,” she says. “And when you’ve got comfort and confidence with the brand, which we think they will with us, then I think we’ll see more and more of that.”
Cost-of-living pressures will also play a part on the success of the rebrand, says Duffy.
“We think that there’s just opportunity for more growth and more demand with the changes that that we’re making,” she says. “And I think the other reality right now is as things become economically more difficult, perhaps for consumers, a cruise vacation is a tremendous value compared to any other land-based vacation that you can take.”
And given the local tendency for cruise passengers to say what they think, Duffy is preparing for the feedback once the first passengers board at The Overseas Passenger Terminal in Sydney tomorrow.
“What we hear from the consumers, what we hear from our Travel Advisor partners, where they think they’re getting requests… we we’re always looking at deployment and itineraries based on demand.”
So, who knows where the next trip will take them.
What’s New on Carnival Adventure & Carnival Encounter
- HubApp: Guests can make online dining and excursion reservations, chat with other guests and check out the dining options.
- VIFP Club: Carnival’s loyalty program with members-only promotions across our global fleet.
- Carnival’s Iconic Fun Squad: Bringing the brand’s trademark “Fun Ship” energy to life, the Fun Squad will host everything from hilarious comedy shows and trivia to deck parties and games.
- Free Daily Pizza: Guests can indulge in unlimited slices of happiness, served daily between 11am and 4pm.
- Seuss at Sea: Bringing the fantastical world of Dr. Seuss to life on board with themed activities, interactive experiences, and character appearances.
- Carnival Favourites: Guests will enjoy beloved Carnival activities like Build-A-Bear workshop events, the Conga for Kids line dance party, and the electrifying 80s Rock and Glow nights.
Ongoing P&O favourites
- Byron Beach Club: An exclusive retreat for guests seeking a premium, resort-style experience.
- EDGE: A high-adrenaline challenge for thrill-seekers featuring zipline, walk the plank, rock-climbing and Speedway Splash Waterslides.
- Luke’s Bar & Grill: Celebrity chef Luke Mangan’s beloved onboard dining experience.
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Around 96 per cent of the crew chose to return to the rebranded ships.
