Carnival boss on “Aussifying” their cruise line
Even the largest cruise line in the world can make mistakes, despite months of research, physical ship changes and a self-proclaimed ‘Aussification’.
Speaking at the Travel DAZE conference in Sydney, Carnival Cruise Lines Australia GM and Vice President Jennifer Vandekreeke admitted the Carnival team thought they’d nailed it when the company had its maiden voyage in Australia, but as it turned out there were a few lessons to learn, as was the theme of the Travel DAZE conference.
“My boss told me to go down to Australia and try start a cruise line. We were typical Americans creating an ‘Aussified’ experience,” she said.
Vandekreeke called the ship’s complete overhaul the “Aussification” of Carnival Cruises, meaning a fresh BBQ, a new green slide and an understanding of Australian coffee culture.
“We knew there was no better country on the planet for Carnival Cruises than Australia, but we didn’t want to pull a Starbucks,” Vandekreeke said.
After Carnival Spirit’s eight-day maiden voyage of Australia, the ship arrived back in Sydney and Vandekreeke was waiting at the dock with open arms.
She ran up to the ship’s hotelier and both agreed the ship’s Net Promotor Score (NPS) – which measures guest satisfaction – would be off the charts.
Unfortunately, they were wrong.
“We thought we killed it and our NPS would be off the charts, as it turned out our NPS came back as the lowest amoungst every ship,” Vandekreeke said.
“We were devastated, we questioned everything. The one thing we knew was Australia and Carnival Cruises were right for each other, but that was it.”
Vandekreeke and her team started again. Looking at guest responses to the cruise, they realized one thing; Australians don’t complain.
There were three massive learnings; Australians love to participate in on-board activities, they rarely spend hours sitting outside on the deck and Aussie children tag along with parents wherever they go.
“Aussies take kids to activities, our US customers don’t. Also, for some reason Aussie kids think it’s perfectly normal to hang out in a bar after 10pm,” she said.
“We offloaded 500 beach sun loungers because Aussies weren’t using them because they were too busy participating in the activities.”
The results of this second-wave of Aussification were staggering.
“After six months Carnival Spirit was at the average for the fleet.
“In 2016 she was number one across all 20 ships and Carnival Legend was number three. Our 2015 failures lead to arguably the greatest success in 2016,” Vandekreeke said.
Vandekreeke said success comes from understanding and accepting a business for what it is, and in the case of Carnival, it’s “family friendly free-spirited fun; not luxurious, hip and cool”.
“I’ve had people who say we need more quiet spots around deck,. My response is ‘no we don’t’. We’re not gonna have bridge tournaments, you’re on the wrong ship,” Vandekreeke said.
“The job of my sales team is to let guest know were loud and fun and vibrant, so when our guests come on board they know what to expect, and then my on-board team takes it up a notch to surprise them.”
“Shakespeare once wrote ‘Expectation is the root of all heartache’ and it’s true.”
For Vandekreeke, it’s about being fun and reliable, but always adding in a tiny bit of surprise to keep your guests on their toes.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
carnival cruise line jennifer vandekreeke Travel DAZELatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!