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According to Statista, the U.S. is one of the largest cruise markets in the world, with revenues expected to reach almost $31.5 billion by 2020. The projection of revenues in the cruise industry worldwide is $35.5 billion, with the North American market accounting for more than half of the total number of guests globally. Cruise Lines International Association, the largest cruise industry trade association, last month projected 28 million passengers on cruise ships for 2018, on a global basis. It also said demand for cruising has increased 20.5 percent in the last five years. Starboard’s contributions to Carnival’s shopping options include showcasing recognized LVMH brands, exclusive first-at-sea collection offerings, innovative retail concepts, and rich market insights, as Starboard highlights. Hit by everything from the pandemic to supply chain challenges to inflation, the industry has discovered creative ways to appeal to cruise passengers.
General Business
On Deck Six, it’s higher price-point watches and scotch, all the way to the top. Carnival Jubilee’s offer includes many first-at-sea brands and services such as Skinsight, an interactive AI-powered skin analysis experience that delivers bespoke skin analysis and skincare recommendations using products available onboard. As reported, LVMH (Moët Hennessy Louis Vuitton) has struck an agreement to sell a majority stake in its cruise retail business, which includes Starboard Cruise Services and Onboard Media, to a group of investors. A new joint-venture company, Global Travel Retail Holdings, has been created to manage the business. The views from most ports aren't typically spectacular and you’re probably going to spend most of the time in port on shore exploring.
Starboard Cruise Services, Carnival Cruise Line Extend Retail Partnership
Starboard Cruise Services, a division of LVMH, is shifting toward mega ships where overall retail spaces average 8,000 to 10,000 square feet. A great way to remember port and starboard is to go by the number of letters in each word. "Port" has the same number of letters as "left," so it is the left side of the ship. On the other hand, "starboard" has more than four letters, so that must mean that it's "right."
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She served as Executive Vice President of Global Sales and Marketing, overseeing worldwide marketing and revenue management as well the company's tri-branded sales and marketing offices and international representatives. In this capacity, she played a key role in the company's Asia growth strategy and regional team development. Earlier today, Toni Belloni, Group Managing Director of LVMH Moët Hennessy Louis Vuitton, formally announced the appointment of Ms. Bauer.
Throughout her career, Ms. Bauer has been involved in many charitable causes. She served nine years with the Make-A-Wish Foundation of Southern Florida, including one year as Board Chair. Among numerous honors received, she was named one of the most powerful women in travel by Travel Agent Magazine. Vegan and cruelty-free Kylie Cosmetics and Kylie Skin are also making their first-at-sea debut. Other beauty highlights include Sol de Janeiro, Olaplex and Patchology. Inaugural Americana is a celebration of American culture and Carnival’s designation as America’s Cruise Line.
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Few have more experience — or have made more changes — than Starboard Cruise Services, which is an LVMH Moët Hennessy Louis Vuitton company, and bills itself as the leading global retailer at sea. Earlier this year, Starboard partnered with Virgin Voyages—which closed on a large $550 million capital raise in September—after rival onboard retailer Harding+ exited its contract. However, in terms of new contracts, Harding+, based in the U.K., has been winning in recent years and claims to partner with more cruise operators than Starboard, working with 22 cruise lines versus its rival’s 15.
Summer Club guests will be invited to discover La Prairie’s latest innovation, Skin Caviar the Mist, the first skincare product to contain caviar. This comes ahead of Skin Caviar The Mist’s global launch, and provides Heinemann customers with an exclusive preview. In The Carnival Store, guests can enjoy an interactive floor that comes alive and activates a wide range of Carnival-themed experiences.
Port vs. Starboard: Is the Port Side or Starboard Best for Your Cruise Room?
Fashion plays a smaller, but growing role, mostly due to storage constraints, and there have been fashion shows on board, with the designer present to talk about the line. What does work are capsule collections on the accessories front, such as fine jewelry, small leather goods and Swiss timepieces. Some special items include Tag Heuer products that are specially numbered for the ship, or that feature the ship’s logo.
However, Harding+ stores are currently on about 90 ships compared to Starboard’s more than 100. “These exclusive new collections help us to build on the already expansive retail offering our Excel-class affords, delivering a truly next-level shopping experience for our guests. In the beauty category, there is a beauty bar, where the big attraction is facials. There are also games — because cruise ships are about entertainment, playing and having fun — such as Truth or Dare, as well as an iPad app that lets passengers find their favorite fragrance. For Dior, a favorite event on the celebrity ships is the Master Class, where a master beauty expert does makeovers for guests, as well as talks about day looks and night looks. While port and starboard are two distinct sides of a cruise ship, you will have a similar experience staying on either aboard most closed-loop cruises, or roundtrip cruises.
We try to make sure that each of the categories has a good, better, best strategy for each of the brands. It’ll have an entry-level price point, a mid-level price point and then a high price point. Our ships sail all over the world, so they may be in the Caribbean for the winter and then Europe for the summer, or they’re in Australia for the winter and Alaska for the summer. Basically we’ve got ships pretty much anywhere in the world and we custom-design the retail offerings to that particular ship in that particular itinerary. In resort fashion, another first at sea is Coradorables, a woman-founded Hawaiian brand made in Honolulu that reflects local culture.
Both sides will have corridors lined with interior cabins (or inside cabins) as well as outside cabins and balcony rooms. Starboard and Onboard Media CEO Lisa Bauer will also serve on the company’s board of directors. A lot of limited-edition things for the 50th birthday merchandise collection that will only be available on Celebration until the end of the year. That collection also featured a special edition Monopoly Carnival-themed game.
The spaces offer a range of categories including watches & jewellery, sunglasses, spirits, perfumes & cosmetics, fashion, accessories and leathergoods as well as Carnival-branded items. According to Neumann, Starboard is launching five mega ships within the next year. The onboard retail square footage ranges from between 8,000 and 10,000 square feet, with the boutiques averaging about 400 square feet.
We’ve taken a step back from that and we’ll be launching pop-ups next month. One of them might be a night out, so you have your dress, handbag and perfume. Or, one of the pop-ups might be, “Let’s go to the beach.” It’s really about rethinking that innovation on board. Currently, she serves on several boards including The American Gem Society, The Jewelers of America, Diamonds Do Good, and is a member of the Twenty-Four Karat Club of the City of New York.
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