By David M. Brudney, ISHC, June 2007
My brother has been after me for years to take
my first cruise. He and my sister-in-law have taken 17 cruises, every
one of them a fun-filled, entertaining experience.
For more than three decades, friends, colleagues
and even clients have raved about cruises and have been reassuring me repeatedly
how much I would enjoy one.
The numbers, I must say, are pretty impressive:
more than 12.6 million passengers - - about 10.6 million from North America
- - will cruise this year, an increase of 4 percent over last year, according
to the Cruise Lines International Association. And the industry continues
to add new ships in order to meet and grow that demand.
Why I�ve put off taking my first cruise?
Sea Sickness Fear. Never done
well on boats on any kind
Disaster Films. Watched �Titanic� and �Poseidon�
too many times
Competition for Hotels. Did not want to
contribute to any further loss of market share for my beloved hotel industry
Timing is everything. A group of friends asked
us to join them on a weeklong cruise to Alaska. Alaska has always
been a destination of great interest for Karen and me. Since the
senior citizen battle cry appears to be, �Do it now!�, we booked passage
on one of what�s classified as a premium cruise lines, a marvelous ship
with all the bells and whistles, large enough to accommodate nearly 3,000
passengers.
My thinking here was that the bigger the airplane,
the better the flight, so if I�m committed to being at sea for a week,
I wanted the biggest ship possible.
Let�s Get to the Good
News First
Here�s a list of what I enjoyed or impressed me
the most:
Staterooms. Very impressed
with overall space planning and FF&E. Marveled at the bathroom
- - so little room, yet everything fit, everything worked, very efficiently.
Hotels with little or no bathroom sink or overhead shelf space could really
benefit from how our cruise line placed thin metal railings on the outside
of each overhead shelf enabling me to store and get to all of my items
quickly and safely. Very good: TV reception, overhead reading lights
for the bed, closet space, safe and desk.
Overall food/food service. So much
is made about the quality and quantity of food served on cruises, I have
to give them high marks here. Given the natural tendency most passengers
must have - - non-stop eating is part of the package - - I thought the
portion sizes at dinner were perfect. The desserts were very good,
but not excellent. Loved the option of having hot dogs, hamburgers, fries
and pizza slices almost anytime. Particularly enjoyed room service
breakfast (sour milk spoiled one, however).
Entertainment. Two of the nightly
professional theatrical productions were outstanding - - one, in particular,
an off-Broadway quality tribute to the great piano composers of popular
music. Singers, dancers, staging and costumes: 5 star. State-of-the-art
theater: 5 star, too. An added bonus was our late night visits to
the lobby piano bar where we were entertained in great fashion by a gifted
singer.
Logistics. Our cruise line did a
marvelous job of facilitating such a large group near seamlessly from ship
to train, train to hotel, bus to next hotel and bus and train back to our
final destination. Passengers were greeted by smiling, personable
cruise line staff, packets with hotel room keys handed out with ease and
with the lone exception of when boarding the ship initially, our luggage
was there in our rooms every time.
And Now for the Bad News
First off, in fairness to the cruise lines, I
study and evaluate hotels, resorts and conference centers for a living
and have been doing so for more than four decades. Hence, I have
very strong opinions on lodging products, management, customer service
and, of course, Sales and marketing.
It would be impossible for me, therefore, to spend
a week on a cruise ship - - business or pleasure - - without doing some
kind of critique. Here�s my �bad news� list:
People Mass. No matter how
big a cruise ship can be, no matter how great the bells and whistles, the
access to food, entertainment and recreation, any ship can become small
when you board nearly 3,000 passengers and take them all to sea for a week.
Somehow, I thought with such a large ship, with so many decks and venues,
I would not be subjected to crowds or crowding. I realized after
less than two days at sea, any sized ship can be very confining.
By day two I found myself having to deal with unexpected and unwanted �planning
ahead� issues: how to avoid the long lines at the breakfast and lunch buffets
and that dreaded search for any empty tables.
Herding. Probably unavoidable with
such a critical mass and with so many day tours, etc., but passengers had
to begin feeling like cattle after a week of being herded. I did.
Herding everywhere: entering dining and entertainment venues, boarding
and reboarding the ship, loading and unloading of buses and trains.
The long lines, the annoying, all-too-frequent boarding and departing delays,
the transfers from bus to train and train to bus - - hey, who needs a cruise?
I get plenty of that every time I fly!
The �herding� experience produced flashbacks
from my �hurry up and wait� days during basic training at Lackland Air
Force Base and registering for classes at San Francisco State. And
during the endless wait for our number to be called before the final ship
departure, I (even) thought about my grandfather and what he must have
experienced in the Great Hall at Ellis Island when he first arrived in
America.
Granted, I don�t like crowds and granted I will
do almost anything to avoid standing in line, but waiting to board the
ship initially and waiting to leave the ship at the cruise�s end were experiences
I could very well have done without. Confined to a large �holding
area� dockside with only enough chairs to accommodate half of us, we were
forced to wait more than two hours before we could board. Waiting
there, nothing to do, so eager to begin that much anticipated cruise experience,
I looked around and saw the faces of my soon-to-be fellow passengers.
Not a smile could be found anywhere.
Unfortunately, that initial boarding experience
turned out to be merely a portent of things to come. The dining room
doors for that first night�s 8 O�clock seating were more than a half hour
late in opening. You had a large crowd of people - - unhappy already
from the boarding experience earlier in the day - - packed into a very
small lobby area waiting for the doors to open. Those doors opened
on time only twice during the cruise.
Smoking Policy. Mixing with folks
that smoke? I don�t want to be in the same area code! Shame
on me for not checking out �smoke-free� cruises first.
Given the fact Disney and many U.S. hotel brands
have mandated smoke-free hotels now, given the fact a restaurant mecca
such as Beverly Hills is now outlawing smoking in all outdoor areas, and
given the fact the great majority of our cruise passengers were American
citizens, I was shocked to find so much widespread smoking throughout the
ship.
Particularly offensive was the cigar and cigarette
smoke (from neighboring cabins) wafting into our private balcony as we
stepped out to enjoy the fresh ocean air and magnificent scenery.
Pandering. I did not appreciate
being subjected to all the solicitation on ship. Staff and vendors
pushed photos, jewelry and apparel in a �flea market� type environment.
The spa and the multiple �education classes� were no refuge either.
It seemed as though for the entire cruise, someone was trying to sell you
something on board at every turn.
The $1.75 charge for Diet Cokes bothered me, too.
I never used the ship�s business center because 1) I was on vacation and
2) the computer/Internet charges were too expensive. Why, I wondered,
wouldn�t the cruise line simply add $100 to the total fare and allow passengers
soft drinks and bottled water and free access to the Internet whenever
desired?
Management Absence. I was surprised
to find no one from management visible with a full capacity ship and passengers
subjected to unexpected delays. When upscale and luxury hotels run
100 percent occupancy, everyone�s on duty. Managers work the line,
interact with guests, and take care of complaints before they become real
problems. Managers, for instance, should have been present at the
dock boarding, apologizing for the delays, keeping passengers fully briefed
on boarding status, procuring extra chairs or passing out bottled water,
hot coffee or cookies.
There was an absence of managers throughout the
entire cruise. Line employees, courteous, well-trained and smartly
outfitted, were faced with answering passenger questions and resolving
potential problems. The majority of staff observed was not that fluent
in English - - all the more reason for management�s presence.
The only time the passengers actually got to see
the captain was during the much heralded �Captain�s Reception.� Only
those passengers fortunate enough to have secured a spot on one of the
three atrium lobby level railings actually got to see the captain.
The �complimentary� alcoholic beverages and hors d�oeuvres presentation
passed by the handful of waiters was an embarrassment for anyone in our
business.
Value Received and Recommendations
Price-to-Value. Expensive?
Between airfares, land day tours and the cruise itself, we could have flown
round trip to Hawaii first class and stayed in a magnificent suite at any
number of luxury Maui resorts for a full week.
Cruise Recommendations?
-
Add escalators and people movers
-
Reassure passengers it�s okay just to stroll through
the towns along the stops; land tours are - - in fact - - �optional�
-
Stop the �nickel and diming�; include water/soft
drinks and Internet access into the total fare
-
More seamless access to more fitness rooms located
throughout the ship
-
Cruise lines: �smoke free� ships will become mandatory
- - will you be a leader or a follower?
-
Pay more for one of the �luxury� or new �deluxe�
cruises featuring smaller ships, fewer passengers, and sailing to exotic
and adventurous destinations
Getting to see Alaska for the first time was worth
waiting all these years. What a marvelous part of our country and
what marvelous people live and work there.
Anyone who has served our country in the military
will tell you this about basic training: �Glad I went through it,
but never want to do it again�. I may choose to take another (smaller)
cruise in the future but thanks, for now I�ll take my luxury resort any
day.
© Copyright 2007
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David M. Brudney, ISHC, is a veteran
sales and marketing professional concluding his fourth decade of service
to the hospitality industry. Brudney advises lodging owners, lenders,
asset managers and operators on sales and marketing �best practices� and
conducts reviews of sales and marketing operations throughout the U.S.
and overseas. The principal of David Brudney & Associates of
Carlsbad, CA, a sales and marketing consulting firm specializing in the
hospitality industry since 1979, Brudney is a frequent lecturer, instructor
and speaker. He is a charter member of International Society of Hospitality
Consultants. Previously, Brudney held sales and marketing positions
with Hyatt, Westin and Marriott. |
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