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Hapag-Lloyd Cruises is represented in Australia by Luxury Travel Marketing Co-Director Lauren McAlpine.
This interview is part of Travel Weekly Luxury Roadshow series, taking place in Sydney on 17 March, Brisbane on 18 March and Melbourne on 19 March.
We catch up with McAlpine to get her insights on the latest luxury trends, the meaning of true luxury is more than just a fancy room and seven different shower settings.
What are some of the big health and wellness trends we are seeing in the luxury cruise space?
The luxury cruise industry is embracing this more than ever, focusing on holistic well-being, personalised experiences and state of the art treatments & technology. People want to enjoy their cruise but also ensure they are taking care of their bodies. On the EUROPA 2 we have a 1000-square-metre spa and gym complex including two golf simulators, with multiple different saunas, steam rooms and therapies available. We also have personal trainers, HIIT classes, yoga, tai chi, shiatsu and more – we find many of our guests like to start the day by taking care of themselves before they head to waffles by the pool or high tea in the Belvedere!
What is your most popular destination for 2025 and why?
While the Mediterranean remains a firm favourite, we have had a lot of interest in our expedition cruises beyond just the polar regions – unique itineraries such as The Great Lakes of North America, Japan, South Korea, PNG, Palau & Micronesia, and Alaska’s Inside Passage are all very popular.
What can brands get wrong when it comes to luxury?
Luxury isn’t only about the suite you stay in and the facilities on board – it is about the holistic experiences you have. Sure, those things are very important but luxury to me is more encompassing than just a fancy room and seven different shower settings. It is about the way you feel, the memories you make and how well rounded your experience is – both on and off board.
What do you wish more agents knew about Hapag-Lloyd?
Just how fantastic this product is! Many agents had hardly heard of us until a year ago and don’t realise that we are an ultra-luxury player who has been voted the world’s best cruise fleet multiple times by Insight Guides. We are really known for our spacious, stunning ships and unique itineraries. Agents are always asking me why they did not know about this product sooner. The biggest challenge we have is building the brand awareness in this market and educating the agents on how to work with us, which is why we take part in great events such as the Luxury Roadshow so that we can get the word out there.
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